Influence Of Social Media Marketing on Brand Image of

Mamaearth

Project Submitted in Partial Fulfillment of the requirements for

the Degree of

Bachelor Of Business Administration

By
Malika Rawat

To the
DEPARTMENT OF MANAGEMENT
Govt. P. G College Gopeshwar Chamoli.

February, 2023
 CERTIFICATE

It is certified that the work contained in the project report titled “Influence of Social Media
Marketing on Brand Image of Mamaearth,” by “Malika Rawat,” has been carried out under
my/our supervision and that this work has not been submitted elsewhere for a degree*

Signature of Supervisor: …………….

Name: Mr. Kapil Bhandari

Department: Management

Sridev Suman University Campus

Gopeshwar Chamoli
February,2023
 DECLARATION

I hereby declare that this project report entitled “Influence of Social Media Marketing on Brand
Image of Mamaearth“ was carried out by me for the degree of BBA under the guidance and
supervision of Mr. Kapil Bhandari, Faculty of Department of Management, Post Graduation
College. The interpretations put forth are based on my reading and understanding of the original
texts and they are not published anywhere in any form. The other books, articles and websites,
which I have made use of are acknowledged at the respective place in the text. This research
report is not submitted for any other degree or diploma in any other University.

Place: Gopeshwar
Name of the Student: Malika Rawat
Class & Section: BBA
 ACKNOWLEDGEMENT
I would like to thank our HOD Dr.SAURAV RAWAT for his support. I would like to express
my special thanks of gratitude to my research guide Mr. KAPIL BHANDARI, Faculty of
Department of Management for his valuable suggestions and guidance and for giving me the
golden opportunity to do this wonderful research project on the topic: -Influence of Social Media
Marketing on Brand Image of Mamaearth without his help it would have been difficult for me to
have reached this state of completion of my project report. Also, I would like to thank my
parents and friends who helped me a lot in the preparation of this project.
I wish to acknowledge the help of all those who have provided me information, guidance and
other help during my research period.
Table Of Contents
\

CHAPTER 1

INTRODUCTION TO THE CHAPTER

1
1.1 RATIONALE OF THE STUDY

Reasons for choosing this field of study (social media marketing) is because of its rapid growth
in terms of users accessing such platforms on a daily basis. Many companies are establishing
their online presence to increase business. Till the time consumers are there, products will be
there for offering and so the marketing feature will be associated with it. Choosing Mamaearth
brand under this study is important as it has emerged as the top digital brand, and they mostly get
their orders online. They have completed nearly 6 years in this personal care industry and still
they have achieved so much, people are aware about this etc. Not only they sell products, but
they are also involved in many social activities which has inspired many individuals.

1.2 INTRODUCTION TO THE INDUSTRY

BEAUTY AND PERSONAL CARE INDUSTRY (BPC)

The industry is further categorized into seven major categories – cosmetics, fragrance, men’s
grooming, skin care, bath & shower, hair care and oral care.

With the demand for enhanced products and the desire to look good, presents a golden
opportunity for this industry to expand its operations in India. The beauty and personal care
market has seen rapid growth in Tier II+ cities with two-fifth of sales coming from cities like
Indore, Ludhiana, and Nagpur etc. This consumer behavior is attributed due to increased internet
penetration (social media, ads etc.) and the increasing image consciousness of the consumer.

Consumer preference indicates that daily care products are purchased online predominantly due
to product standardization, offers and discounts on various portals whereas mid-premium and
premium+ products are purchased in the offline retail stores since the consumer mindset still
believes in the ‘touch & feel’ of the product. (Beauty Personal Care To Grow At 23 Percent By
2022).

2
SOCIAL MEDIA MARKETING
The term social media marketing (SMM) refers to the use of social media and social networks to
market a company’s products and services. It has gone beyond just connecting with friends. It’s
now an industry itself used for all kinds of purposes. It provides companies with a way to engage
with existing customers and also reach new ones while allowing them to promote their desired
culture and mission. Social media websites allow marketers to employ a broad range of tactics
and strategies to promote content and let people engage with it (Adam, 2022).

ADVANTAGES OF SOCIAL MEDIA MARKETING

 All the information can be conveyed without human intervention.

 Helps in reaching a large population.
 Interaction is possible with the customer without any hassle.
 Financial barriers are very low as compared to other forms of marketing
.

DISADVANTAGES OF SOCIAL MEDIA MARKETING

 Significant time investment is required so as to maintain long term relationship with the
people.
 As the information is available to all, risk of security and privacy may occur.
 Negative feedback or publicity by the audience can hamper the image of the brand.
Instagram, Facebook, Twitter are some of the popular social networking sites. People can chat
with others, see various products of companies whether big or small, can avail services etc.

3
INSTAGRAM:

Acquiring the top position in the Indian market especially amongst the youth, this is another
social networking service owned by Facebook for sharing content and associating with people.
That’s why every brand is trying to establish their presence on Instagram because of the larger
reach.

FACEBOOK:

Giving people the power to share and to make the world more open and connected, this mission
by Facebook made it a very popular site amongst every age group. Anybody who says they are
on social media; they must have used or are using Facebook. There are more than 2 billion
monthly active users, which gives the promoters a good opportunity for brand building and
setting up a B2C (Business to consumer) network.

4
TWITTER:

With 450 million monthly active users, it is a web-to-web platform where users post messages
popularly known as ‘Tweets’ and interact with others. Marketers use twitter to engage with
the community through tweets, Q&A to increase their following.

LINKEDIN:

Starting as a network for professionals, with 875 million registered users, it has now become the
world’s largest professional network. It helps in generating leads, brand awareness and provides
a network for B2B (Business to Business) marketers to connect with this large pool.

5
1.3 INTRODUCTON TO THE COMPANY MAMAEARTH

When the duo Varun and Ghazal Alagh (founders of Mamaearth) became parents for the first
time in 2016 they were looking for safe and non- toxic baby care products for their son but no
such brand or companies offer such type instead they were full of chemicals such as parabens,
sulfates, bleach etc. Which were very harmful for the sensitive skin, so they started ordering
products from US, but it turned out to be expensive and caused them inconvenience.
All this struggle saw the rise of Mamaearth which is registered under Honasa Consumer Private
Limited, with an aim to provide cruelty free, organic products in the Indian market. It is Asia’s
1st Brand with Made Safe™ Certified products. The products are free of all known toxins that
are banned in most countries. They set their base in Gurugram as D2C (Direct to Consumer)
brand on the native website and slowly entered in the retail landscape as well as on Amazon and
Flipkart. Their portfolio consists of baby care, skincare and hair care products which caters to all
types of personal care needs of young, aspirational and increasingly conscious consumers.
One of their biggest challenges was to find manufacturing partners who were ready to work with
their specified set of ingredients and after facing numerous rejections they found the perfect
partners particularly those who were catering to export markets and had strong ISO, WHO
certifications already.
Currently, the company is backed by eminent investors including Sequoia India, Stellaris
Ventures, Fireside Ventures, and Marico’s Rishabh Mariwala, Snapdeal founders Kunal Bahl
and Rohit Bansal, and Shilpa Shetty Kundra (Brand Ambassador) among other investors.

6
Especially during the time of Covid-19 they put in all their efforts despite the uncertainties.
Mama earth's marketing campaigns and brand communication were centered on the promise of
using only the best of nature in its products. The company has been working with influencers on
social media platforms to spread awareness about the products, their USP and answering the
people why their products are best in the market and started building awareness amongst users .
With their latest initiative ‘Plant Goodness’ the brand has chosen goodness for the environment
as well. In this quest, the brand will link every order made on their website to a tree they plant.
(Asia’s First Made Safe Certified Brand, Mamaearth, Enters the UAE market.)

1.4 JUSTIFICATION OF THE TOPIC

So mainly what is a brand image?
It is a way that the market or the consumer perceives about you or their thinking for a brand. It
can be termed as a unique bundle of associations within the minds of target customers. It
signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. It
conveys an emotional value and not just a mental image. Consumers develop various
associations with the brand. Based on these associations, they form brand image. An image is
formed about the brand on the basis of subjective perceptions of association’s bundle that the
consumers have about the brand.
Channels have evolved greatly over the years with digital presence playing a major role in a
company’s/brand’s sales. It has been observed that digital presence increases their sales by
significantly. Social platforms are a key part of digital marketing, as they can be used to
communicate brand news, interact with the audience and for business networking. Given how
many people in India use social media, companies are jumping on the bandwagon. Organizations
such as Facebook, LinkedIn and twitter provide various tools to facilitate businesses market
towards their customers. They're the ideal platforms for expanding brand recognition and
reaching new customers.

7
 CHAPTER 2

LITERATURE REVIEW

8
2.1- INTERNATIONAL REVIEWS
Social media has become the center of attention in many industries by facilitating various areas
of marketing, such as promotions, marketing intelligence, sentiment research, public relations,
marketing communications, as well as product and customer management (Akar, 2011).
Features such as reliability, consistency and wide reach are possessed by social media marketing,
this new approach of outreach and marketing has opened a wide area for businesses to reach
their targeted customers for selling their products (Rubathee, 2013).
Companies should understand that a positive brand image is formed through high brand
awareness because when a brand is recognized by the people it’s easier to from associations with
them (Inha,2012).
It is pragmatic to start a business and make it known to others through social media marketing.
While social media empowers businesses to increase their traffic, reach and leads, it can
damage a brand image if not used properly (Wendy, 2017).
Marketing activities or strategies should be developed in such a way so as to build a strong brand
image in the market as not only it helps getting new customers but aids in retaining existing
one’s, which is considered as a success parameter for any business (Muhammad, 2021).
Brand image has an effect on brand loyalty, and it also promotes customer satisfaction, that’s
why companies ask their existing customers to suggest products to new one’s (Pratama, 2017).
A brand image also helps customers to differentiate between competing brands which enable
them to purchase those brands that matches with their needs and wants. It helps in building
sustainable relations with the customers (Titi, 2018).
Social networks will play a key role in the future of marketing; externally they can replace
customer annoyance with engagement, and, internally, they help to transform the traditional
focus on control with an open and collaborative approach that is more conducive to success in
the modern business environment (Farzana,2014).
Many past studies have acknowledged that both actual quality and perceived quality have an
association with the brand image (Alhaddad). However, the effect of the former is more
significant than the latter. Many brands, besides spending resources on the physical quality of the
product, also devote considerable resources to enhance consumer perception about the quality of
the brand (Wang, 2016).

9
2.2- NATIONAL REVIEWS
Brand is the one of the important tool that occupy the target market by the marketer. Branding
influence and attracts many customers for various reasons. Quality, long life and good services
are amongst them. (P. Vanitha)
Marketing through social media is now a trending factor for creating the image and awareness
for a brand and they are able to deliver the actual value of the products amongst the people.
Before, when no such platforms were available, people use to have distant and impersonal
impressions of brands (Kathirvel Deepika, 2018).
It transcends the traditional middlemen and connects companies directly with the customers and
not sell products but they also get to listen to customers- suggestions which helps in organic
growth of the brand (P, 2016).
Brand Image research focuses on ways people perceive products, brands, people etc. and in that
connection the image refers to the way these people decode the signals emanating from a given
product or service or the communication covered by the brand. In this connection it would be fair
that the companies must think watchfully what accurately they want to project before
considering the image. (Dr. 2015)
Consumers are more likely to buy products who has a positive brand image in the market so as
to reduce their purchasing risks, which also provides them satisfaction. (Gandotra Radhika,
2017).
One of the reasons for promoting on social media are tools, techniques provided on those
platforms and the evolving content, so the marketers can use all their creativity for
communicating with the buyers. (P. Sri Jothi, 2011)
Rapid growth of online social media reduces the marketer’s control over brand management.
Consumers share their brand-related experiences (through online reviews) in various online
social media platforms. It is a major challenge for the marketers to understand the effects of
online reviews on a brand’s image (Chakraborty Uttam, 2017).
Getting indulged with social media is obviously time consuming, as an association you need to
appoint a team who has knowledge in this field for the support. (Akram, 2018)
It cannot be denied that the world is rapidly shifting from analogue to digital world, nowadays
people are consuming more and more digital content on a daily basis and smart marketers keep

10
on top of the scale of change and ensure their marketing strategies and touch points’ mirror
where the consumer is spending their time (Pramod Vashistha, 2018).
An article mentioned, that the companies who are not engaged on social media sites as a part of
their marketing are missing a great opportunity for connecting with prospective customers.
(Khushbu, 2021)

11
 CHAPTER 3

RESEARCH METHODOLOGY

12
Steps or techniques used to identify, select, process, and analyze information so as to clearly
understanding the research problem with the help of data or information.
In this study both primary and secondary data has been used for carrying out the result.
Questionnaire (source of primary data) was used as an instrument to collect the information.
Further Z test is applied (because of the large sample size) for analyzing the data.

3.1 OBJECTIVES

 Understanding the term brand image in terms of marketing.

 To study the effect of social media marketing on brand awareness and overall perception
of the brand Mamaearth.

 To know whether offline marketing is better than online marketing in today’s scenario.

 For gathering knowledge about the various modes of marketing.

 To know which mode of marketing gives better results in terms of sale, profit etc.

13
3.2 RESEARCH HYPOTHESIS
This study is conducted to assess the hypothesis that if a particular brand is marketed through
social media platforms then what will be the effects of this type of marketing on its image or
awareness.
This involves studying of two variables, marketing through social networking sites being the
independent variable and its overall effect on the brand being the dependent one.

NULL HYPOTHESIS-
There is no significant relationship between marketing the products on web through social
media channels and the mentioned brand.

ALTERNATE HYPOTHESIS-
There is a significant relationship between the marketing on social media channels and its effects
on the brand.

3.3 SCOPE OF THE STUDY

The scope of social media in India is immense and increasing rapidly. India being the 10th
biggest economy, also has 2nd largest population in the world and you will not see any hand
without a phone and there presence on any social media sites It is assessed that India’s web
clients will end up noticeably the world’s biggest web base, after China and US. (Vipin Nayar,
2019)
With every business and its functions going online, there is a wide scope ahead in terms of
marketing and advertising the products on web because they are able to grab the attention of a
wider audience which can generate those leads.

14
3.4 CASE OF PRIMARY & SECONDARY DATA STUDY PRIMARY:
 POPULATION: People residing in Gopeshwar have participated in this study, from the
age group of 15 years to 30 years of every gender.

 SAMPLE: We have selected the people who are mostly active on social media, are
aware about social media marketing from the population and above-mentioned age group.

 SAMPLE SIZE: 80 individuals participated in this study.

 SAMPLING METHOD: Purposive sampling is opted (a non- probability sampling

technique).

 ANALYSIS OF DATA: This is done through descriptive statistics (it helps in

summarizing the entire data or representation in an understandable manner)

SECONDARY:

Articles, research papers, blogs etc. have been used.

3.5 LIMITATIONS OF THE STUDY

i. People who are not active on social media networking sites.

ii. Individuals who do not know about the term social media marketing.

iii. Limited to only one geographical place i.e. Gopeshwar.

15
 CHAPTER 4
DATA REPRESENTATION & ANALYSIS

16
4.1 DATA REPRESENTATION AND INTERPRETATION

Female
Male

Others

Male Female Others Total

25 55 - 80

Under this study 80 respondents are taken into consideration, out of which 25 persons (31.3%)
are males, 55 persons (68.8%) are females and none from others.

17
Age
80 responses

Age- group No. Of

Respondents
15-20 20
20-25 52
25-30 8

There are total 80 people participating in this from different age groups- majority are from 20-25
years group i.e. 52 (65% of the total population), second comes from 15-20 years group i.e. 20
(25% of the total population) and lastly from 25-30 years group counting to 8 (10% of the total
population).

18
1. Which social media platform do you use the most?
80 responses

Social Media Platforms No. Of Respondents

Instagram 73
Facebook 4
Twitter -
Linked In 3

From the above representation we can say that generally people prefer using Instagram
application with 73 people (91.3% out of total) opting for it.
Mean - 20
Standard Deviation – 35.37
Variance – 1251.33

19
2. How much time do you usually spend on such
Platform? 80 responses

Time spent No. Of Respondents

0-1 Hour 21
2 Hours 30
3 Hours 18
More than 4 Hours 11

We can say from the above mentioned data that almost 37.5% which comes to 30 people out of
80 spends 2 hours on social networking sites in the whole day having 24 hours, followed by 21
people (26.3%) who spend 0-1 hour, 18 people (22.5%) who spend around 3 hours and lastly
only 11 people (13.7%) likes to spend more than 4 hours on web.
Mean - 20
Standard deviation – 7.87
Variance - 62

20
3. Are you aware with the term Social Media
Marketing? 80 responses

As good as 90% which is 72 people out of 80 are very well aware of the term social media
marketing, 7 people being partially aware of this and only 1 have answered for no as he/she
might not know about this from of marketing.
Mean – 26.66
Standard Deviation – 39.37
Variance – 1550.33

21
4. On Social media are you more interested in :
75 responses

In the above mentioned question, what are your interests on social media was asked from the
participants for which they can go for more than one option. The top options for which people
voted majorly are products (53.3%), services (38.7%), chatting (41.3%) and promotions/ offers
(24%).
Mean – 15.5
Standard Deviation – 16.10
Variance – 259.42

22
5. According to you which mode of marketing is best in today's
scenario? 80 responses

From the findings it can be said that maximum people voted for the online mode of marketing as
their preference considering today’s digital world and only 8 opted for the offline mode which is
considered as the traditional style of selling the products.
Mean - 40
Standard Deviation – 45.25
Variance - 2048

23
6. Does social marketing increases your knowledge about new products or brands?
80 responses

When it comes to knowledge about new brands in the market we can clearly see from the above
pie chart that social media platforms do help majorly in establishing an image in the minds of the
consumer. 85% and above are strongly in favor of this, with 12.5 %( 10 people) being in neutral
position and only 2 people does not stand with this.

Mean - 16
Standard Deviation – 16.98
Variance – 288.5

7.

24
7. How did you get to know about

Mamaearth? 80 responses

For this question, surveyor’s can go for more than one choice, as from where they got familiar
with Mamaearth. 73.8% (59) people out of 80 voted for social networking sites as the major
marketing is done on such platforms, 25% (20) people came to know through TV, 20% (16)
people were introduced this brand through their friends or family and only 3.8% (3) people know
about this from other factors.

Mean – 24.5
Standard Deviation – 24.11
Variance – 581.66

25
8. Are you aware that Shilpa Shetty Kundra is the Brand Ambassador of Mamaearth?

80 responses

Shilpa Shetty Kundra is both the investor and brand ambassador for this brand. While collecting
responses there was not much difference between the people knowing that is she or is not the
promoter, out of 80 responses 55% (44 people) said yes and 45% (36 people) said no on this.

Mean - 40
Standard deviation – 5.65
Variance - 32

9. What comes to your mind, when you think of this brand?

The answers were given in the long text form, for this question so that’s why it cannot be
represented in the form of pie chart or graph. Many have replied by saying that the products are
natural, available in wide range, good quality. They even mentioned about the social initiatives
taken up by Mamaearth like providing toxin free products to all, planting trees on every purchase
done by customer etc.

26
10. How likely will you recommend this

brand? 79 responses

27
On the rating scale from 1 to 10, 1 being the least likely and 10 being most likely they will or
will not recommend the brand Mamaearth, rating 5 can be considered as the middle value. So as
per the data presented in the above graph most the people gave the rating above 5, which means
they have a positive outlook for this and will suggest the products to others.
Mean – 7.9
Standard deviation – 7.95
Variance – 63.21

11. According to you, what helps in building a good brand

image? 80 responses

28
In this question, the participants were allowed to choose more than one option as their answer, f
or what all factors actually helps in building a good brand image. Every option has a neck to
neck response except ‘Quality’ which has 86.3% (69 people voted) results in favor which means
it’s the most important attribute for any brand.

Mean – 36.5
Standard Deviation – 16.74
Variance – 280.3

29
12. Do you think social media marketing can prove successful for any

company? 80 responses

Presence of business on social media sites helps them in reaching new customers which in turn
increase their sales, profit margins, increased share in the market etc. keeping all this in mind
80% (64 people) out of 80 do think this way of marketing as a success, with 16.2% (13 people)
thinking equally for both and only 3 think this as an unsuccessful step
. Mean – 26.66
Standard Deviation – 32.71
Variance – 1070.33

30
4.2 HYPOTHESIS TESTING
As per the objectives, hypothesis test is been conducted on the 4 questions – 5,7,11,12. These
were answered by the respondents who participated in this study.
Z Test has been used to for testing the hypothesis.

Question 5

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The sample standard deviation (S) of the Group's population is considered to be not equal to
the expected standard deviation (σ).
In other words, the difference between the sample standard deviation (S) 45.25 and expected
standard deviation (σ) 2048 is big enough to be statistically significant.

2. P-value
P-value equals 0.00000, (p (x≤χ²) = 1.000000). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%). The smaller the p-value the more it supports H1.

3. The statistics
The test statistic χ² equals 161826.5699, is not in the 95% critical value accepted range:
[56.3089: 105.4728].
S=2048.00, is not in the 95% accepted range: [38.2030 : 52.2850].

31
Question 7

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The sample standard deviation (S) of the Group's population is considered to be not equal to the
expected standard deviation (σ).
In other words, the difference between the sample standard deviation (S) 24.11 and expected
standard deviation (σ) 581.66 is big enough to be statistically significant.

2. P-value
p-value equals 0.00000, (p (x≤χ²) = 1.000000).
This means that the chance of type1 error (rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic χ² equals 56456.72889, is not in the 95% critical value accepted range:
[71.6415: 126.1414].
S=581.66, is not in the 95% accepted range: [20.7200: 27.4940].

32
Question 11
1. H0 hypothesis
Since p-value < α, H0 is rejected.
The sample standard deviation (S) of the Group's population is considered to be not equal to the
expected standard deviation (σ).
In other words, the difference between the sample standard deviation (S) 16.74 and expected
standard deviation (σ) 280.3 is big enough to be statistically significant.

2. P-value
p-value equals 0.00000, (p (x≤χ²) = 1.000000).
This means that the chance of type1 error (rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic χ² equals 61121.18728, is not in the 95% critical value accepted range:
[179.0007: 260.7854].
S=280.30, is not in the 95% accepted range: [15.1690: 18.3090].

33
Question 12
1. H0 hypothesis
Since p-value < α, H0 is rejected.
The sample standard deviation (S) of the Group's population is considered to be not equal to the
expected standard deviation (σ).
In other words, the difference between the sample standard deviation (S) 32.71 and expected
standard deviation (σ) 1070.33 is big enough to be statistically significant.

2. P-value
p-value equals 0.00000, (p (x≤χ²) = 1.000000).
This means that the chance of type1 error (rejecting a correct H0) is small: 0.000 (0.0%). The
smaller the p-value the more it supports H1.
3. The statistics
The test statistic χ² equals 84586.56710, is not in the 95% critical value accepted range:
[56.3089: 105.4728].
S=1070.33, is not in the 95% accepted range: [27.6160: 37.7950].
Question P value Significance level Null hypothesis

5 p≤ 0.1 Statistically significant Rejected

7 p≤ 0.1 Statistically significant Rejected

11 p≤ 0.1 Statistically significant Rejected

12 p≤ 0.1 Statistically significant Rejected

From the above information we can say that the null hypothesis is rejected for all the question
and the alternative one is supported.

34
 CHAPTER 5

RESULTS AND DISCUSSION

35
5.1 MAJOR FINDINGS

 According to the data that has been collected through questionnaire, 90% people were aware
about social media marketing.

 Responses show, that most of the individuals are interested in looking for products on
social channels.

 This study helped in understanding that marketing through social media do have a lasting
impression on the brand.

 As voted by 69 people out of 80, Quality of the product/ services is an important attribute
for any company or brand to establish their name in the market.

 Exactly 80% participants think that marketing the products through social media can prove
successful for the organization.

 In this digital era, people get latest news about new products or brands via social media,
hence their awareness increases.

 Respondents were able to remember about Mamaearth mainly because of its strong
visibility on social networking sites.

36
5.2 DISCUSSION & SUGGESTIONS

 Instagram is the top most application used by individuals, so promoters should surely try to
make a presence on this platform for their products.

 In the present situation people go for online shopping more as compared to the traditional
shopping method, so they should implement marketing strategies for providing the best
experience to the customers
.
 Mamaearth should strategize new ways of marketing on all social media sites for attracting
more customers, as they get majority of business from the web.

 They can expand their portfolio by developing new products, this will increase their market
share.

 Ensure proper communication between the company and the consumer in the future as well
for retaining them.

37
5.3 CONCLUSION

Under this study we came to know that how the image of Mamaearth is highly influenced with
the help of social media and what all factors are important for developing, maintaining the image
of a brand. The above results show that people are aware about this brand through social
channels because of their strong presence on such sites. Their products are very famous amongst
the people as they are naturally made while causing no harm to the environment. This helped
them in establishing a name in the industry within 4-5 years. All this happened because of their
efforts and ideas they put in, mainly on social media considering as a golden opportunity which
was life changing one for the brand.

With the help of data analysis null hypothesis is rejected with the use of Z Test, settling the
alternative one which affirmed that brand’s image do get affected or influenced through
marketing on social media.

In the near future we will see Mamaearth as a well known brand in terms of good quality
products with natural ingredients not only in India but in foreign nations as well.

38
References .
Dr., V. K. (2015). A Study on Perception of Brand Identity Among Customers. International
Journal of Management & Business Studies.
Adam, H. (2018). Social Media Marketing(SMM). investopedia.com.
Akar, E. &. (2011). An Examination of the Factors Influencing Consumers‟ Attitudes Toward
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ANNEXURE

41
INFLUENCE OF SOCIAL MEDIA MARKETING ON MAMAEARTH’S
BRAND IMAGE
GENDER:
A. Male
B. Female
C. Others
AGE:
A. 15- 20 Years
B. 20-25 Years
C. 25-30 Years
1. WHICH SOCIAL MEDIA PLATFORM DO YOU USE THE MOST?
A. Instagram
B. Facebook
C. Twitter
D. LinkedIn
2. HOW MUCH TIME DO YOU USUALLY SPEND ON SUCH PLATFORMS?
A. 0-1 Hour
B. 2 Hours
C. 3 Hours
D. More than 4 Hours
3. ARE YOU AWARE OF THE TERM SOCIAL MEIDA MARKETING?
A. Yes
B. No
C. Maybe

42
4. ON SOCIAL MEDIA, ARE YOU MORE INTERESTED IN:
A. Products
B. Services
C. Chatting
D. Promotions or Offers
E. Others
5. ACCORDING TO YOU WHICH MODE OF MARKETING IS BEST IN TODAY’S
SCENARIO?
A. Offline
B. Online
6. DOES SOCIAL MEDIA MARKETING INCREASES YOUR KNOWLEDGE ABOUT
NEW PRODUCTS OR BRANDS?
A. Strongly agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree
7. HOW DID YOU GET TO KNOW ABOUT MAMAEARTH?
A. Social networking sites
B. TV advertisements
C. Friends/ Family
D. Others

43
8. ARE YOU AWARE THAT SHILPA SHETTY KUNDRA IS THE BRAND AMBASSADOR
OF MAMAEARTH?
A. Yes
B. No

9. HOW LIKELY WILL YOU RECOMMEND THIS BRAND?

On a scale of 1 to 10, 1(least likely recommend) and 10 (most likely recommend).

10ACCORDING TO YOU, WHAT HELPS IN BUILDING A GOOD BRAND IMAGE?

A. Quality
B. Competitive pricing
C. Services
D. Awareness
E. Reputation
F. Experience

11. DO YOU THINK SOCIAL MEDIA MARKETING CAN PROVE SUCCESSFUL FOR
ANY COMPANY?
A. Yes
B. No
C. Maybe

44