Professional Documents
Culture Documents
Perception & Motivation Factors Influencing The Usage Of: Presented by
Perception & Motivation Factors Influencing The Usage Of: Presented by
Presented by:
• Users can create profiles with photos, lists of personal interests, contact
information and other personal information
• Communicating with friends and other users can be done through private or
public messages or a chat feature
• More than 2.5 billion pictures are uploaded to facebook each month
Growing popularity of facebook
Facebook Reaches Top Ranking in US
Sub objectives
Research type
Exploratory and Descriptive
Research Methods
Projective techniques(qualitative)
Survey (quantitative)
Sample size
10 (projective)
50 (survey)
Sample selection
Snowball sampling
Questionnaire
Qualitative Analysis
Qualitative Analysis
• A sample size of 10
• Associations
• Projection : Personification
• Sentence completion
Associations
• Online Chatting
• Videos
• Online games
• Social Network
• Facebook
Associations
Associations
Personification
• Attitude
• Physical characteristics
• Occupation
Personification
Minority Report
People who prefer Orkut says….
Sentence Completion
I am the no.1
social network in India!
BUT--------------
-------------------
Sentence Completion…
Quantitative Analysis
Data analysis
Data analysis
User types
means
20
30
Direct users Mobile
70 Migrators 80 Computer
Quantitative Analysis
Previous Social Network & Reason for Migration
Quantitative Analysis
Previous Social Network & Reason for Migration
Quantitative Analysis
Relation of Satisfaction & Age
Quantitative Analysis
Relation of Satisfaction & Gender
Quantitative Analysis
Relation of Satisfaction & Profession
Data analysis
Quantitative Analysis
Correlation b/w Activity & Satisfaction
Quantitative Analysis
Relation b/w Activity & Satisfaction
Data analysis
Do you participate in
marketing campaigns on
facebook?
28
Yes
72 No
Quantitative Analysis
Trust in Privacy settings
Quantitative Analysis
Regression b/w Trust & Satisfaction
Marketing Implications
• Marketing organizations can improve Brand Equity, Brand
Resonance by associating with games - e.g. RB Power Brands
• Usage of Facebook is more in Students, so organizations should
consider the TG of campaigns appropriately
• Attitude of Facebook vs. Orkut as person should be considered
before choosing a campaign on both
• Way to go is Applications, Quizzes, Games
• Privacy settings might be a bane of Facebook, marketing
organizations should keep them in check
Thank you