Professional Documents
Culture Documents
CAPSTONE PROJECT Final
CAPSTONE PROJECT Final
CAPSTONE PROJECT Final
Phase 3 Report
Sem-III
Submitted by:
Mr./Ms,…………………………………………….
Roll No……………………………………………………….., a student of the PGDM program
2020 – 2022 of the Institute for Technology & Management, Kharghar, Navi Mumbai under my
supervision & guidance.
Signature of Guide :
Over the last decade, social media has gotten a lot of attention throughout the
world, and the emergence of new age social media like Facebook has given it
a new lease on life. Facebook, Twitter, LinkedIn, Instagram, and YouTube
are examples of social networking services that bring the entire world closer
to us. To be more specific, social media has become an integral part of our
life. E-commerce, on the other hand, has become one of the world's fastest
expanding industries. Especially since Amazon and Flipkart entered the
online market, life has been lot easier. It becomes very comfortable for
companies to reach the consumers easily and vice versa. The main objective
of this report is to highlight the impact of social media platforms on E-
commerce consumers and as well as E-commerce companies too.
Learn how A part of the social media platforms allows direct selling
by utilizing a couple of social groups and communities.
Abstract III
Acknowledgement V
1.6 E-Commerce
1.10
Statistics and Facts of E-commerce
1.11
SWOT Analysis
Chapter 2 27-29
Literature Review
Chapter 3 30-34
Research Methodology
3.1
Types of Research methodology
3.2
Questionnaire
3.7
Sample size
Chapter 4 35-42
Data Collection, Analysis & Interpretation
Chapter 5 43-44
Recommendations & Conclusions
5.1
Recommendations
5.2
Conclusion
5.3 Limitation
5.4
SCOPE FOR FUTURE STUDY
5.5 45
References
Furthermore, people in these stages are quite dependant. Customers can make
valuable contributions and provide valuable advice to others by employing
internet networking. This new advancement has seen a development in web
networks and an electronic system of people on social media, where people
share material in an all-encompassing and speedy manner. With the growth of
social networks, a new era of content creation has emerged, in which people
may easily share encounters and data with different users. The next generation
of online businesses will be built on networks, which will be an effective tool
for attracting new customers. The executives' framework, for example, offers
access to another advancement where firms can boost performance, and on the
web networks provide a chance for associations to have a better client
interaction. Individuals can also become comfortable with one another on those
stages where shoppers have social collaboration, potentially providing a
wellspring of trust.
The phrase "Social Media" was coined by combining the words "Social" and
"Media," which are defined as follows: The term'social' refers to engaging
with other individuals for the purpose of exchanging information and is
marked by amicable companionship or relationships. The term'media' refers
to any kind of communication that reaches a large number of people, such as
radios, television, newspapers, magazines, and the internet.
As a result, we can define social media as a web-based social communication
tool that allows people to communicate with one another through sharing and
consuming information. According to Safko and Brake, "social media" refers
to "activities, practises, and behaviours among groups of individuals who
gather online to share and exchange information, knowledge, and ideas via
communicational means."
The introduction of personal computers revolutionised the way businesses were done.
From politics and public service to business and customer pleasure, social networks are
changing the demographics of our society. Non-profit organisations, environmental
campaigners, and political factions have all turned to Facebook to reach out to thousands
of potential volunteers. Almost every progressive politician makes use of Twitter to
promote their causes. People may now express their worries and thoughts, discuss their
ideas, and even communicate with political leaders on a one-on-one basis, thanks to social
media platforms.
Marketing and advertising techniques have shifted from mass market channels like
television and radio to the social platform as a result of the introduction of social media.
Today, all big brands and organisations boast enormous fan bases and followers on major
social media platforms such as Facebook, Twitter, YouTube, and Instagram, among
others. Social media platforms are not only cost-effective, but they also bring the
producer and consumer closer together.
Journalism
People may quickly and easily share links and information with a huge number of people
via social media platforms such as Facebook and Twitter. Because they know that a
recommendation from a friend carries more weight, several news websites include a list
of news items recommended by their friends. On the other hand, social media has ushered
in a new era of citizen journalism. From traffic updates to natural disasters, everyone with
access to social networking sites is essentially a citizen journalist in only a few clicks.
Business
Today, almost every big corporation has a social media presence. Existing and new
businesses are now aggressively utilising social networking sites to market their products,
services, and obtain valuable client feedback. In fact, for businesses, social media
participation has practically become the de-facto norm for evaluating customer service.
Small or home-based enterprises that run purely through their Facebook pages have
become commonplace.
In terms of both name recognition and total number of users, Facebook is the most
popular social networking site on the internet. It has almost 1.8 billion active users and
serves as a fantastic platform for connecting people all over the world with your
company. Facebook has evolved from a simple website to a multi-dimensional network
and mobile platform where anyone may communicate with anyone else across the world
in the previous decade. Keeping in mind Facebook's Pages feature, it can be quite
beneficial to one's business.
Twitter is a social media platform where users may express themselves using short text
messages and other media. Twitter is a fantastic platform for communicating with
virtually anyone in the globe just by mentioning their usernames in postings. This social
networking platform is a fantastic tool to promote and market a company. It's also a good
way to handle customer service issues.
Instagram is a visual social media website that only allows users to publish photographs
and videos. It is also owned by Facebook and differs from the competition in terms of the
various filters and photo editing capabilities available.
The figure 1 shows the graph of top networking sites in the world as of
2022. As it is clearly visible, Facebook is leading the pack followed by
YouTube, whatsapp, Instagram
Social media marketing is the most recent trend to emerge in recent years,
when it began to dominate internet communication. It's a type of online
marketing that makes use of a variety of social media channels to reach
marketing and advertising goals. For the purposes of advertising, social
media marketing entails the sharing of content, videos, and photographs.
Businesses utilise a variety of marketing tactics to target the correct
audience, engage in consumer online brand activities, and spread electronic
word of mouth.
Communication:
The technologies used in the communication section are essentially a well-
known form of social media. These tools include blogs and websites where
you can create articles and web diaries to connect, communicate, illuminate,
and engage your audience. Individuals who visit your websites will be able
to leave comments. Other applications include social media sites such as
Twitter, Facebook, and Instagram, which increase the chances of contact
between people by using personal details, comments, pictures, videos, and
much more. People can form strong personal relationships with one another
with the help of these stages. Organizations can effectively communicate
with their audiences.
Brand Monitoring:
Currently, brand monitoring gadgets are not the ones that everyone thinks
about, but they are undeniably important. Brand monitoring systems are used
by all purchaser brands and organisations that control the open to understand
what is being discussed with their brands and organisations. With the help of
web-based existence, this kind of essence in the online world is possible.
These devices are invaluable when it comes to compiling all of the inputs
and comments regarding a given firm. Social media's uses are tremendous in
terms of allowing you to see what people are saying about your business,
product, or service. This will also enable you to manage the online reputation
of your image.
Indeed, if someone is disparaging your image online, you may quickly
address the problem, ensuring that your online reputation is unblemished.
Impact of Social Media on E-Commerce 15
Entertainment:
Well, the gaming industry was never completely reliant on social media
networks, but it is today. On social media sites, games like Farmville and
Mafia Wars are popular. In addition, the entertainment sector is completely
reliant on social networking sites. Take, for example, entertainment-related
websites. Because of the widespread use of social media, there are numerous
outlets that promote live entertainment. These websites not only improve
people's contact, but they also keep them entertained. Different social media
portals are also used to advertise movies and television series.
Social media networks are used to launch television shows. Businesses also
produce a range of entertainment videos to inform, entertain, and engage
their audiences.
Media Sharing:
YouTube is, without a doubt, one of the most well-known and well-
recognized sites for sharing material. This site, which has more than 500
million users, is now on the top of the list because of the amazing services it
provides to its customers. Vimeo is another platform that facilitates the
sharing of media. These are also the sites that assist people in creating
channels and forming connections with one another. There are quite a few
websites that can assist with music sharing. Locales such as Spotify and
others come with explicit highlights of sharing music, which is good with
most people. We now have the ability to download and transfer media
content without difficulty thanks to web networking.
E-Commerce:
Ecommerce, often known as electronic trade or web commerce, is the buying
and selling of goods and services through the internet, as well as the
exchange of money and information required to complete these transactions.
Ecommerce refers to the sale of actual goods over the internet, but it can also
refer to any type of business transaction that takes place over the internet.
While e-business encompasses all aspects of running an internet firm, E-
commerce specifically refers to the exchange of goods and services.
The first ever online sale took place on August 11, 1994, when a guy sold a
CD by the band Sting to a friend using his website Net Market, an American
retail platform. This is the first instance of a consumer purchasing a product
from a business over the Internet, or "ecommerce" as it is currently known.
Global retail ecommerce sales are projected to reach $5.5 trillion by 2022.
• Amazon India
• Flipkart
• Myntra
• IndiaMART
• Book My Show
• Nykaa.
• Snapdeal
• FirstCry
• 1mg
Uses of E-commerce:
As in the modern world, which is more commonly referred to as a
technologically driven world. We live in a society where e-commerce plays a
significant role in our day-to-day lives. E-commerce has numerous
advantages. Let's have a peek.
Web and E-business allow for the collection of data about customer
behaviour, preferences, demands, and purchase habits. This aids promoting
exercises such as value fixation, exchange, item highlight upgrading, and
client relationship.
Retail and discount:
Finance:
The use of E-trade by financial institutions is extensive. Clients can use on-
line banking or E-banking to monitor the balances of their reserve funds and
advance accounts, transfer money to another account, and pay their bills. On-
line stock trading is another application of E-business. Several websites
provide news, summaries, information about the company's profile, and
analyst ratings on the stocks.
The Indian E-business industry has been growing at a rapid pace, and it is
expected to overtake the United States to become the world's second largest
E-commerce market by 2034. The E-trade market is expected to reach Rs
13,97,800 crore (US$ 200 billion) by 2027, up from Rs 2,69,076.5 crore
(US$ 38.5 billion) in 2017, thanks to rising pay and a surge in web users.
India's online clients reached 120 million in 2018 and are expected to reach
220 million by 2025. Out of nearly 100,000 pin numbers in the country,
online businesses deliver to 15,000-20,000. In 2019, it was estimated that
one out of every three Indians shopped on their phone.
This division's main drivers are a younger segment profile, increased web
infiltration, and comparatively superior financial execution. The Government
of India's policies and administrative frameworks, such as 100 percent
Foreign Direct Investment (FDI) in B2B E-commerce and 100 percent FDI
in a programmed course under the commercial centre model of B2C E-
Impact of Social Media on E-Commerce 24
business, are expected to help the sector grow. According to the new FDI
strategy, online elements cannot sell things that are sold by shops in which
they have a value share through an outside venture.
STRENGTHS WEAKNESSES
• Lucrative brand loyalty • Psychological Impact
• Engagement with customer • High customer expectations
• Marketing - advertising is cost-effective • Low margins
with high ROAS • Trust
• Low level entry barriers
OPPORTUNITIES THREATS
• 24/7 availability • Rapidly evolving technology
• Global Reach • Fierce competition
• Better Customer Targeting • Authenticity concerns
• E-commerce growth • Increase of B2C on social media
• Social Media E-commerce Integrations • Fraud
• Branding • Privacy concerns
• Awareness
By conducting we understand that with social media we can advertise our brand
and services at an effective cost with a high return on advertisement spend and
with a low barrier entry into social media it's simpler for new start-ups and
businesses to grow. But they have to consider the weakness such as Psychological
impact- the absence of direct interaction between the customer and seller affects
decision making. HIGH CUSTOMER EXPECTATIONS - Some consumers
expect the same level of service from small businesses (1-4 employees) and
industry giants like amazon.com, as the result it leads to customer dissatisfaction.
Also the margin on products remains slim due to presence of major small scale and
big competitors who are undercutting the margins and profits. Trust is also a major
look out for any brand Trust of customer while buying though social media is the
most important aspect. Social Media does allow companies and brand to increase
awareness about brands and also branding and make brands trustful and faithful.
The major issue of social media is increasing fraud activity Some consumers have
concerns about fraud and misuse of their financial data. This fact forms a whole
segment that is not likely to do business or make purchases via the Internet.
Considering the growth of e-commerce and the amount of tax revenue lost to it, the
government could write legislation to impose a tax on all online sales. This would
remove one incentive to conducting business online.
Impact of Social Media on E-Commerce 26
Literature Review:
https://www.lyfemarketing.com/wp-content/uploads/2015/05/Compressed-
PDF.pdf
In this research paper, the author discussed the awareness and usage patterns
of social media tools to users, to establish if social media has reduced firms
operating cost and to analyse the impact of social media on customer
relationship. In addition, this research revealed that e-commerce has brought
about a reduction in distribution costs through the elimination of
intermediaries. It also revealed that the multi-media nature and real-time
capabilities of the internet have fostered an environment that is conducive for
relationship building between firms and their customers.
https://docplayer.net/80907808-The-role-of-social-media-as-a-platform-for-
e-commerce.html
Impact of Social Media on E-Commerce 28
The Impact of Social Media on E-Commerce Decision Making Process by
University of Economics in Bratislava
The authors of this article demonstrate how social media influences e-commerce
decision-making by first reasoning on theoretical concepts about online
customers' behaviours and the factors that influence their purchasing decisions,
and then by illustrating useful statistics that show how social media marketing
has grown exponentially over the last decade.
http://68.183.220.147/index.php/journal/article/view/128/55
Types of research methods can be broadly divided into two quantitative and
qualitative categories.
Methodological Approach:
Descriptive study has been used which is carried out to describe accurately
the characteristics of an individual, or group, or a particular situation. A
descriptive study is one in which information is collected without changing
the environment. In human research, a descriptive study provides information
about the naturally occurring health status, behaviour, attitude and other
characteristics of a particular group. Accuracy is the best benefit of this type
of study as most of the social researches are done under this category.
Therefore, descriptive study eliminates biasness and maximizes reliability
Sampling Technique
Sample Size
Data Collection
Data collection is any process of preparing and collecting data, for example,
as part of a process improvement or similar project. The purpose of data
collection is to obtain information to keep on record, to make decisions about
important issues, or to pass information on to others.
I have used both primary data and secondary data for the study.
Secondary data:
• The secondary data for this study has been collected from various
publications,
• Journals, Magazines , books and online sites.
I have used both primary data and secondary data for the study.
Primary data:
• The primary data has been directly collected by Questionnaire.
• It was floated among several people. Structured, non-disguise
questionnaire
was prepared.
Secondary data:
The secondary data for this study has been collected from various
publications,
Journals, Magazines, books and online sites
1. Your Name-
2. Your Gender-
7. Do you believe that business will achieve better results when it comes to customer
loyalty and profits if social media is integrated into marketing?
• Yes
• No
13. Social media usage creates an opportunity for customers to interact with the firm
• Maybe
• Yes
• No
The survey found that 70% of respondents were men, 25% women, and 5% preferred not to
answer.
According to a recent survey, 92.2% of people are aware of social media sites. The rest are
not sure.
According to our latest survey, 78.4% of respondents reported spending the most time on
Instagram, while 39.2% said they used Facebook the most. Twitter came in at a close third
with 35.3%, and the remaining 19.6% said they were most active on Reddit.
According to a recent survey, the majority of respondents (80.4%) believe that businesses can
achieve better results in terms of customer loyalty and profits if social media is integrated
into marketing. 11.8% of respondents were unsure about this, while the rest did not agree.
This suggests that integrating social media into marketing could be a beneficial strategy for
businesses to pursue, in order to improve their chances of success. However, further research
is needed in order to confirm this theory.
Majority of the people, 86.3% as per the survey, are aware of various shopping sites. 11.8%
of people are unsure about it and the remaining 1.9% doesn't know about any.
According to a recent survey, the majority of people (54.9%) said they had bought something
after seeing it advertised on social media. 19.6% said they had done so after a friend's
recommendation, and 9.8% after a family member's recommendation. The remaining
respondents cited convenience, fast delivery, variety, and discount as their reasons for
preferring online shopping.
According to the survey, 68.6% of respondents belive that social media usage creates an
opportunity for customers to interact with the firm. 23.5% of respondents were unsure, and
the rest do not belive that social media provides such an opportunity.
Social media is an integral asset for e-commerce sites. The capacity to not just direct
customers toward another item or an alluring arrangement, yet to draw in with them and
make a feeling of the network, is staggeringly valuable. A total web-based life nearness
additionally incorporates direct deals through certain systems, just as having the back-end
devices set up to let clients share items and late buys with companions and supporters
through only a single click.
While it's occasionally difficult to gauge solid profits for the circuitous parts of utilizing
social networks, for example, asking queries and taking part in discussions with followers,
these segments help to construct brand reliability and a feeling of network. When it comes to
dealing with consumer care issues, these social media interactions are important in retaining
customers and demonstrating a commitment to resolving problems.
Just as social media advances an e-commerce storefront, the store fronts need to feature a
social presence. Investing significant energy making posts for one or numerous systems isn't
powerful if customers aren't coordinated toward and urged to follow these pages. Utilize
online networking symbols at the base of every site page and give connections to sharing
explicit items.
It's additionally imperative to have a procedure before jumping into web-based life.
Beginning with only a couple of channels is best for new organizations, truth be told. Making
a steady tone that mirrors the disposition of the business additionally makes a difference.
Examination and instinct both have an impact on a web-based life system since posts are
based principally around discussions. Figure out where the time and exertion that goes into
online networking will be the best. Setting aside the effort to include top-notch item photos
and a business logo to the image and foundation fields of web-based social media accounts
will also help to unify branding and craft a consistent presence.
Social media needs to be a part of your company’s marketing budget because it gives you a
powerful way to create a connection with your target audience. From Instagram to LinkedIn,
there are virtually limitless ways for you to interact, give and share information as well as
market your products. When you perform social marketing effectively, it adds instant value.
Social networks enable you to connect with new customers and stay in touch with the
customers you already have. They also give you the opportunity to provide access to your
brand in an enjoyable and convenient way. The content that you offer through social
networks is just as significant as a sign at the entrance of a store or a displayed poster.
To be more precise we can say that Social media influences (attracts) consumers through
their posts, advertisements in choosing products and brands. Based on the search history
using data an analytics post has been displayed accordingly in social media sites. Over all
more than 70% people says that social media helps them in purchasing online. This implies
that social media plays a key role in e-commerce consumers.
In this project, I performed survey on how social media impacts on e-commerce consumers
by circulating questionnaire to among 113 people from different ages and different sectors.
The findings and results of my survey clearly signifies that social media helps in building
strong relationship between companies and consumers. Social media influences consumers
by suggesting and displaying brands and products on their respective social media page.
Social media helps e-commerce sites to design a marketing strategy for their products.
It can be concluded that daily usage of social media applications like Facebook, Instagram,
and Twitter builds a engagement between consumer and companies. This study concludes
that social media can be used to increase customer loyalty through its ability to communicate
directly to the consumer
Limitation:
The findings are restricted to Navi Mumbai. The present research work is based on
the data collected from the respondents. The views expressed by the respondents may
be biased one. Hence, the conclusion drawn on such information is one of the
limitations of the study. The selection of area where the study has been carried out is
another limitation from the limited area coverage point of view.
The statistical tools and techniques used in the study do have their own limitations.
Besides this, the resource and time factors are the other limitations for carrying out
the present study. In spite of all these limitations, an honest and sincere attempt has
been made to make the study a systematic and reliable one.
The results are not conclusive until replicated on a larger sample, thus limiting the
external validity of the study. The behaviors and habits of college students are unique
to the college experience, I am mentioning this because most of the respondents are
students. The researcher is not expected to generalize the findings of the present study to
older audiences, as adult populations presumably have lower interests in online purchase,
social media is majorly meant for teenagers and youngsters.
• This study has been performed in Navi Mumbai So, for better outcome and
understanding of buying behavior, this can be done in few more areas and then can
summarize a collated result of all.
• There is a scope of analyzing more factors which affects the buying behavior like
the effect of social media influencers, offers in sale, Promocodes, celebrity
endorsements.
45
Impact of Social Media on E-Commerce