Research Project Report

On 
‘Analyzing the Impact of Social Media Marketing on Generation Z’
Submitted as part of CIA 4 of BBA351 (Research Methodology)
3 Semester BBA Programme 
rd

Of 
CHRIST (Deemed to be University)
By

Sl. No. Reg. No. Name of the Student

1 1920305 Akshit Dang
2 1920327 Shridhar
3 1920330 Vashisht Arora
4 1920340 Medhanshi Mandawewala
4 1920348                           Shristi Navlakha

 Under the guidance of

Dr. Raghavendra A N

SCHOOL OF BUSINESS AND MANAGEMENT

BENGALURU
November 2020
 Table of Contents

Sl.No. Content  Page No. 

1 Introduction
2 Review of Literature 
3 Research Methodology 
4 Data Analysis and
Interpretation 
5 Findings and Suggestions 
6 Conclusion 
Reference  N.A.
Annexure  N.A.
 Acknowledgement

We would like to express my profound gratitude to all those who have been instrumental in the
preparation of this research Project Report. I wish to place on records, our deep gratitude to my
project guide, Prof. Rameesha Kalra, for guiding me through this project with valuable and
timely advice.

I would like to thank Dr. (Fr). Abraham V M, Vice Chancellor, Dr. Jain Mathew, Dean, and Dr.
Amalnathan, HOD department of management studies for their encouragement.

Last but not the least; I would like to thank my parents and friends for their constant help and
support.
Chapter 1 

 Introduction (Research topic background- global & national perspective, current fact
sheets, significance of the topic chosen for situation) [Min.  2 page]
 The Generation Z is the tern given to the group of people born between 1996 and
2015 and is the focus group of our research. The Generation Z constitutes to 30%
of the word population and is over 2 million in number. The Generation Z has a
consumer behavior that is different than everything observed previously. The people are
said to have no steady income or career making it challenging to find out their net
worth.  
 Digital Marketing is an untapped field for existing and orthodox brands and companies.
Whereas, the companies started by millennials or Gen Z thrive on social media
and through social media. Digital Marketing is a marketing technique that helps in
targeting a group of people that frequently browse on social media and to whom the
social media acceptance and validation matters. Digital Marketing uses tools like
blogs, Instagram influencers, YouTube personalities to reach out to a wider public in the
same niche. Social Media advertisements and campaigns have become a way for
companies to gain sales and visibility.  
 The new generation needs to be studied and it is imperative to gather and analyze the
consumer behavior of this generation. The statistics show that the digital native are
enthusiastic social media adopters and are 43883 billion in count. The study we aim to
conduct provides the world and companies results for the consumer behavior of the Gen
Z and gives a new perspective of digital media and promotion techniques. It also points
out the positive influence of using social media with higher impact rate, more
engagement and lower promotional funds.  
 The Generation Z craves social media attention and engagement. The study is conducted
to understand and make the best of user generated social media content, social media
influencers marketing and the game of hashtags in making and sustaining a brand
image. The knowledge of generational trends is still important, as they can unveil similar
 attitudes and behaviors among consumers who experienced world events at the same life
stage as their cohorts. 
 The group of Generation Z is diverse in ethnicity, preferences, social upbringing and all
of these indirectly influence social media marketing techniques of a company with
respect to their own objectives. The companies need to attract and use social media to
grow. Our research on the consumer behavior of Generation Z shows the results based on
which the potpourri of tools and techniques can be adopted to target the social media
addicted generation.

Chapter 2

 Review of Literature 

2.1 Rodney Graeme Duffett (2017): This research paper analyzes the impact of Interactive
Social Media Marketing Communications on adolescents' Cognitive, Affective and Behavioral
Attitude segments. The researcher mulls over use and socioeconomics as the factors to
comprehend the effect of elements under Usage (access, length of use, sign on recurrence, sign
on span and profile update frequency) and Demographics (sex, age and populace gathering)
factors on youthful shoppers' (Generation Z) demeanor towards Social Media Marketing
Communications. It is a quantitative sort of research led on 13,000 Learners between 13-18 years
(Generation Z) at universities and secondary schools in South Africa. The discoveries show that
Social Media Marketing Communications positively affected every disposition segment among
youths. The outcomes likewise uncovered that the adolescents who utilized online media for long
time spans showed the most ideal attitudinal reactions to web-based media advertising
interchanges.

RESEARCH GAP: The research was led in South Africa which is an arising nation; anyway, the
other creating and created nations were not examined in view of which the outcomes might have
differed. Alongside Social Media Marketing, Specific Brand Advertising was not thought of.
2.2 Richard C. Brecher and Diane Halstead (2004): The research paper assists with
understanding the Internet Auction Phenomenon as it identifies with the advertising blend of
online closeout dealers. As per the examination the principle clients of online closeouts on
Amazon, eBay and Yahoo are the youthful buyers having a place with Generation Z and Y. The
researcher contemplates the Distinct Cost Leadership and Differentiation Marketing Strategies as
the factors for this examination to comprehend the effect of these factors on Online Auctions.
The researcher thought about these factors on the grounds that Distinct Cost Leadership and
Differentiation Marketing Strategies are apparent in Online Auctions. It is a quantitative research
led on 375 eBay Auction Sellers. The examination shows that the web appropriation appears to
satisfactorily uphold the two restricting showcasing techniques for example Cost Leadership and
Differentiation. Likewise, the customary showcasing methodologies can be utilized in the Online
Auction Arena.

RESEARCH GAP: The whole populace of eBay merchants were excluded, just the full time
eBay closeout venders were thought of, a periodic or one-time dealers were disregarded.
Likewise, Confirmatory Research was needed to investigate this idea further.

2.3 Constantinos-Vasilios Priporas, Nikolaos Stylos, Anestis K. Fotiadis (2017): The point of

this research paper is to investigate Generation Z customers' flow discernments, desires and
proposals regarding their future associations in savvy retailing settings. The idea of this research
is exploratory. It is a quantitative sort of research directed on 38 college understudy shoppers in
the UK market, having a place with the Generation Z class. The researchers led a progression of
semi-organized top to bottom meetings with these college understudies, in light of the fact that as
indicated by the paper, a few researchers feel that researchers should use inside and out meetings
since they are an effective approach and give more profundity of data. The discoveries of the
research paper show that the shrewd innovations impact age Z shoppers' encounters. The
Generation Z purchasers anticipate that the innovation should settle on more educated shopping
choices all alone. A portion of the customers having a place with this Gen Z were dicey about the
impacts of additional propelling brilliant retailing on a piece of the occupation market.
RESEARCH GAP: The examination done on savvy retailing was not top to bottom, due to
which the standards of conduct and further progressions in shrewd retailing couldn't be
investigated. The quantitative sort of research was absent, rather subjective research was utilized,
a more modest example was utilized. The quantitative research and bigger example might have
expanded the discoveries.

2.4  Madhobi Hossain (2018): Perhaps the greatest test looked by advertisers today is to

understand the purposes for individuals' evasion towards ads around the world, and how that can
be overseen. There is no proof of studies led with regards to Bangladeshi market, with explicit
focus on Generation Z purchasers. This age establishes a huge part of the whole populace in the
nation, demonstrating that a significant portion of current and potential clients has a place with
this age gathering. Intriguingly, despite the fact that they are portrayed as profoundly educated
clients, they are additionally bound to maintain a strategic distance from online notices, putting
forth the promoting attempts of associations insufficient. Subsequently, this examination
researches the determinants that cause the Generation Z customers in Bangladesh to dodge ads
on the Internet. The discoveries show objective obstacle, protection concern, promotion mess,
and negative encounters are emphatically identified with publicizing shirking on the web.

RESEARCH GAP: Top to bottom research is needed to see whether there are other unnoticed
variables causing promotion shirking. In addition, a further extent of research can likewise be
directed to investigate other potential components, yet additionally investigate the expected
answers for manage the issue. Additionally, this is a worldwide issue, an examination simply
restricted to age Z of Bangladesh won't generally support the field.

2.5 G. Tomas M. Hult & David J. Ketchen Jr (2017): Disruptive marketing strategy is a process
by which valuable marketing activities take root initially in applications within a department or
function in an organization and then relentlessly move across a company’s internal departments
eventually connecting with external companies to ensure that market-based value creation is
delivered to the company’s primary stakeholders. , market orientation – while viewed as the
implementation of the marketing concept – became a disruptive marketing strategy for many
organizations. That is, marketing started to permeate all aspects of an organization, and even
became a boundary-spanning phenomenon connecting multiple companies. The activities in
marketing moved beyond their traditional home department and the marketing function became
cross-departmental and even, in some cases, cross-company focused. The next step in the
marketing world will be disruptive marketing strategies helping the field and practices of
marketing evolve. 

RESEARCH GAP: This research does in-depth examination of the problem and uses many
matrices, but the researchers don’t able to comprehend the results properly and thus they end the
conclusion in a question, which gives a huge scope of future research. 

2.6  Paulo Rita, Ricardo Filipe Ramos, Sergio Moro, Marta  Mealha and Lucian Radu (2019): 
This examination means to comprehend if an internet dating application is viewed as a
satisfactory channel to direct publicizing exercises and comprehend the contrasts between
Generations X, Y and Z for such acknowledgment. In a world driven by electronic informal
exchange dependent on Social Media (SM) stages, advertisers have brought it into a bit of
leeway to acquire new connections between brands, possible clients and creating existing ones.
On this less substantial and refined period, people have changed their functions as shoppers,
since they take a self-ruling part in looking for data about items/administrations of their
advantage, making it conceivable to secure almost everything with a straightforward "click". The
normal grown-up (18þ) spent around 2 h and 25 min daily in exploring on SM in 2017, with
Generation Y taking the main segment of that day-by-day utilization, with around 3 h and 72
min. A couple of promoting efforts have been executed on dating applications; the scholarly
community has not created endeavors to comprehend the receptivity of a dating application as an
advertising instrument. Accordingly, the reason for this examination is to investigate the
readiness to get nosy advertising interchanges through a dating application, and if there are
factual contrasts between ages for its acknowledgment.

RESEARCH GAP: The fundamental impediment identifies with the way that the members,
during the information assortment, uncovered their ID, maybe prompting acknowledgment
predisposition. Furthermore, the examination fundamentally covered the male populace. A
decent example would be positive to inspect any potential contrasts between sexual orientations.
For future research, it is pertinent to gather information from clients that don't uncover their
name or face, to forestall predisposition. Another constraint is the speculation of the acquired
outcomes since the showcasing effort was applied uniquely for the apparel business.

2.7 Alexa K. Fox, Todd J. Bacile,  Chinintorn Nakhata and Aleshia Weible (2018): The article
means to consider the profundities of selfie showcasing and the degree of narcissism associated
with advanced promoting. The research spins around the hypothesis that selfie advertising
assumes a critical function via online media and in building an establishment for client produced
promoting content. The consequences of the led subjective and quantitative research propose that
narcissism decidedly identifies with recent college grads' mentalities toward and goal to take an
interest in selfie-showcasing on visual substance sharing applications. Results likewise exhibit
that twenty to thirty year old’s try to utilize selfies to introduce their self-ideas contrastingly in
different visual substance sharing conditions.

RESEARCH GAP: The article and the research study directed neglected to incorporate the
degree of web-based media commitment of the clients and the arrangement of clients for making
client created web-based media content. The research could be directed on a detailed and bigger
level with a bigger gathering over the online media to incorporate multicultural reaction. The age
z is likewise known for anticipating the existence with bunches of alters and depicts a phony
picture. The investigation bars the negative impact of such online media showcasing for its
possible clients.

2.8  Ouya Huang and Lauren Copeland (2020): The examination means to comprehend

Generation Z and their relationship to influencers on #OOTD (Outfit of The Day) on Instagram
and how the validity of the influencer, standard a social connection (PSI), actual engaging
quality and self-assurance of the influencer are connected and eventually influence the buy goal
of buyers. The fundamental finding of this examination is actual allure isn't as critical to buyers
as validity, PSI, and certainty. With Para social Interaction being the most grounded indicator of
procurement goal. Moving certainty and believability are the main angles to affecting this age on
Instagram just as making a relationship with devotees.
RESEARCH GAP: The investigation was led with a simple gathering of 300 individuals
however the web is available to access for millions. The outcome id influenced by social, social
and geological feelings and inclinations. The examination must be advanced to reject the
equivalent and to make the outcome broadly pertinent or incorporate social and financial patterns
as a differentiator of various outcomes.

2.9 Ram Komal Prasad and Sanjeev Verma (2020): The article investigates the rising enemy of
utilization demeanor against brands and makes out showcasing arrangements and techniques
worried at the compatibility for customer duty issues. It talks about how against utilization and
hostile to mark activities among advertisers and customer are tested in any event, for
acknowledged marking facts and standards. It talks about how advertising appears to be more
similar to advertising; where the brand building offers approach to mark fortress. The useful
ramifications of the outcome is that advertisers can comprehend the buyers' negative brain
science and plan their promoting methodologies shooting to purchasers' brain research for a
positive reaction. Advertisers would have the option to break down the antagonism ideal models
and devise their promoting endeavors in the advanced climate where brain science changes
quickly with respect to buy and utilization.

RESEARCH GAP: The research is thorough yet a hole can be felt while attempting to discover
the obligation held by advertising and advertising in the unique situation. The examination
likewise doesn't talk or research upon the constructive outcomes of brand blacklist of specific
gatherings or even impact of negative brain science to make a positive change in perspective.

2.10 Carolina Herrando, Julio Jimenez-Martinez and M.J. Martin-De Hoyos (2019): The
principle reason for this paper is to break down the impacts on client and friends produced data
in boosting trust of three diverse Generational Cohorts age X, Y and Z. The information were
gathered through an online review. The example contained 715 clients of social trade sites,
matured somewhere in the range of 16 and 55 years of age. The examination was broke down
utilizing fractional least squares with the factual programming Smart PLS 3. The discoveries
show that generational associates show various examples. Age X moves trust to social trade sites
basically from trust in data created by organizations, while Generation Z moves trust for the most
part from data produced by clients. At long last, Generation Y, creates trust dependent on
organization produced data to a significantly more noteworthy degree than does Generation X.
The final product expresses that there are different variables associated with trust advancement
identified with nature of the data past the site itself. Consequently, the surprising aftereffect of
Y-ers moving trust in social trade for the most part from trust in organization produced data
could likewise be because of the impact of different components on trust in social business, just
as different variables that are not identified with the online data, for example, past experience or
knowledge of the brand.

  RESEARCH GAP: There was no emphasis on the function of influencers i.e. nonprofessional

clients who share their encounters and proposals in web journals or informal organizations.
Additionally, it would have been intriguing to concentrate how extraordinary data amounts
influence clients' view of the data quality. The motivation behind why Generation Y perspectives
is by all accounts changing and whether this is likewise happening inside different ages.

  2.11 Bharat  Chillakuri  (2020): The reason for this paper is to explore the desires for age Z
from the on boarding program with the goal that the associations are better prepared to invite the
new partner. The examination embraces the interpretive methodology because of the
nonattendance of experimental proof and furthermore it helps in revealing obscure realities and
pertinent research inquiries to comprehend the emotional sentiments and contemplations of the
respondents. The investigation distinguished six fundamental factors, for example, individual
contact, significant work, execution the executives, work-life equilibrium, learning and
improvement, esteem added work empowering the fresh recruits to rapidly installed the
associations. Likewise, a highlight be noticed that HR experts need to endure at the top of the
priority list that this is additionally an occasion to return to, upgrade and correct their onboarding
projects to suit the new representatives.

RESEARCH GAP: Information were gathered from the understudies who are seeking after
conclusive year of ace's good to go organization. Since the respondents are business understudy
discoveries can't be summed up to the remainder of the associate as these respondents had a
reasonable thought of what's in store from the associations.
2.12 Packiaraj Thangavel, Pramod Pathak, Bibhas  Chandra (2019): This exploratory
examination inspects the shopping direction of Gen Z online customers utilizing the generational
accomplice hypothesis as a structure and gives experiences to e-retailers to see how this age
moves toward the web based shopping and furthermore to portion them into various purchaser
bunches through group investigation strategy. It was pilot tried among the individual researchers,
educators and expert companions from different orders. The infiltration of Internet and
quickened development of web based shopping have enthused the e-retailers to bring to the table
a wide scope of merchandise at more noteworthy productivity than the conventional players. By
bunch examination (K-implies) of nine web based shopping direction factors (two were
dispensed with earlier because of low factor stacking scores), four sections were distinguished:
(a) 'Financial quality searchers', (b) 'Comfort customers', (c) 'Arrangement chasing
accommodation searchers' and (d) 'Brand and quality cognizant customers', and the investigation
profiled each portion dependent on the segment information through chi-square examination.
The exact discoveries of the examination recommend that esteem cognizance and comfort driven
are the prevailing shopping directions that drive the Gen Z buyers. Simultaneously, they are
destined to 'look into' accessible items in the internet business stages before they make the last
buy.

RESEARCH GAP: The investigation had study members who live in one Asian nation and not
from some other mainland despite the fact that it has been broadly detailed that individuals from
various nations will experience various functions during their growing up years and those
functions will have solid bearing on their demeanor, conviction and worth framework,
henceforth this examination which was fundamentally led among the customers who are from an
Asian nation can't be summed up for buyers over the globe. There were simply three to four
things to gauge each shopping direction develop yet preferably it ought to have utilized in excess
of five things to quantify every one of those 11 shopping directions.

2.13 Junaid ul Haq, Mark A. Bonn (2018): This research paper investigations view of three
unmistakable millennial portions about human and nonhuman brands identified with movement.
In particular, entomb and intra connections among human and nonhuman brand validity and
value builds were researched. The researcher utilizes test from three millennial generational
fragments speaking to 571 respondents acquainted with human and nonhuman brands. They
were examined to investigate their human and nonhuman brand validity and value perceptual
issues. Auxiliary condition demonstrating was utilized to test the examination speculations.
Multi-bunch investigation was utilized to notice bunch differences.The discoveries show that
chose millennial sections had contrasts in their conduct relating to human and nonhuman brand
builds. All speculations of the general model were acknowledged. For bunch contrasts, a huge
distinction was noticed. The outcomes likewise uncovered that Gen Z was discovered to be
diverse in imitating people and their connected nonhuman brands when contrasted with both
more youthful and more established Gen Y fragments. The researchers propose suggestions for
friendliness and the travel industry advertising experts under the headings of enthusiastic
connection, engaging substance, utilization of web-based media and investigating brands on the
web.

RESEARCH GAP: This research just featured the effect of human brand develops on
comparative nonhuman brand builds. Researchers can investigate diverse human and nonhuman
brands from their geological territories.

2.14 Xin-Jean Lim and Jun-Hwa Cheah, David S. Waller, Hiram Ting, Siew
Imm Ng(2019): This research paper analyze the effect of social business (s-trade) signs (for
example trust, similarity, dependability and responsiveness) on repurchase expectation in
clothing s-business alongside the intervening impact of client commitment and the directing
impact of s-trade route. The researcher utilizes test of 384 respondents was examined. Fractional
least squares-basic condition displaying was utilized to play out the examinations. Purposive
examining procedure, up close and personal study was regulated to Gen-Y web-based media
clients in Malaysia. The discoveries show that S-business signs positively affect client
commitment, which thusly prompts repurchase aim of attire among Gen-Y. Especially, client
commitment additionally intervene the connection between s-trade signs and repurchase goal. S-
trade route is found to direct the impact of commitment on repurchase aim. The outcomes
additionally propose that attire s-business retailers are to draw in with clients more in the e-retail
climate to assemble an enduring relationship. Relevant factors, for example, simplicity of route
ought to be seen to improve the ideal reaction of different clients today.

 RESEARCH GAP: This research is gotten from the view of Gen-Y in Malaysia and don't speak
to the whole populace. Future research could examine similar marvels across ages and consider
heterogeneity issues to give more experiences.

 2.15 Bela  Florenthal  (2019): This is a conceptual paper. It clarifies the youthful purchasers'
(for example ages Y and Z) commitment with brands via web-based media destinations (SMSs).
It likewise expects to incorporate two persuasive speculations: uses and delights (U&G)
hypothesis and the innovation acknowledgment model (TAM). The researcher follows a
subjective methodology for the investigation. A three-stage technique was utilized by the
researcher. An underlying inquiry was trailed by vertical and level pursuits and afterward a
focused-on search of academic distributions. At each stage, the college's library information
bases and Google Scholar were looked for important, for the most part peer-inspected articles,
utilizing suitable channels and watchwords. The articles' references and the investigations that
referred to those articles were added to the at first distinguished research pool (vertical inquiry),
combined with distributions of a comparable sort dependent on catchphrases (level pursuit). The
last stage, the focused-on search, included distinguishing and adding explicit articles (for
example writing surveys and incorporated models). The research paper suggests an assessment
of youthful buyers' readiness to draw in with brands on SMSs with a conceptualization that
connects the two hypotheses. Researchers who study, for example, how ages Y and Z draw in
with brands on SMSs, for example, YouTube or Instagram, could profit by the proposed system.
The researcher likewise proposes that the brands that plan to focus on this partner need to create
fruitful commitment procedures (for example gamification and influencer showcasing) on
current and arising SMSs. The recommended conceptualization gives rules to organizations to
viably utilize such correspondence techniques to rouse youngsters to draw in with their brands on
locales, for example, Twitter, Instagram and Facebook.
RESEARCH GAP: This research is theoretical based so in future quantitative research could be
embraced by the researchers and even they could incorporate PEU as it impacts PU in the first
TAM.

2.16 Navya Ninan1 , Joel Chacko Roy2 , Dr Namitha K. Cheriyan (2020): he reason for this
paper is to recognize the impact of online media promoting on the buy goal of Gen Z. A self-
managed survey is created and appropriated to 424 respondents who are brought into the world
after 1994. Free example t-test and different straight relapse model are utilized for measurable
information investigation. The examination discovers web-based media promoting more
successful than the conventional strategy for advertising on Gen Z showing that online media
showcasing positively affects their buy expectation, brand mindfulness, item recognition, brand
dedication and client business communications. It likewise uncovers that building up the brand
mindfulness, brand dedication, item discernment and client business collaborations through web-
based media showcasing can at last impact the buy aim of Gen Z. This paper tends to the
distinctions in the buy expectation of the individuals who favor web-based media advertisements
over conventional promotions. It additionally features the significance of web-based media in
advertising correspondences which help organizations in holding their clients and advancing web
crawler rankings.

2.17 Gyan PrakashYadav* and Jyotsna Rai(2017): The paper attempts to investigate the
consciousness of how the current Generation Z is utilizing the online media just as to survey its
repercussion on them as an individual's, association and society as a framework. The paper
separates Generation Z from different parts of age with an organized separation in the conduct,
standards and decisions which are consistent throughout the time. It plots their online media use
and intra-generational contrast springing from natural components and individual variables.
Individual variables are partitioned into consistent and driving components. The paper presents
how the modern Generation Z's utilization of web-based media impacts them as an individual's,
association and society. It additionally endeavors to present certain administrative repercussions
and to them and a research layout. Prior researches on access of online media by Generation Y
just as Generation Z offer ascent to specific questions which are yet to be replied. They laid
spotlight principally on the US and UK, overlooking different districts and nations (counting
country like India which includes 28% of adolescents) with immense and quickly expanding
portion of Generation Y's and Z's populaces; and where the determinants of online media
convenience would change extensively; the client set under these examinations are those whose
conduct are slanted to shift as they proceed onward the various periods of their life cycle; they
attempted to comprehend Generation Z's web-based media use yet misses to take a gander at the
regulators just as aftermaths of web-based media utilization. The hypothetical edge of reference
presented in this paper collects an exhaustive arrangement of examination questions and plans
the pathway for thinking about the archetypes and results of interpersonal interaction utilized by
Gen Z. It attempts to distinguish certain overlooked inquiries in regards to Gen Z's and their
web-based media ease of use, alongside additionally outlines commonsense experiences for
different chiefs.

2.18 Alexandra VIȚELAR(2019): Building an individual brand in this advanced age, where
innovation and social stages rethink the manner in which people connect, has become a need,
particularly for the youthful age Z which are progressively associated with the online medium.
An individual brand passes on a person's personality and peculiarity and it has become a
significant apparatus for youthful people that empowers them to make progress paying little
mind to their status: they can be youthful experts in look for a work, public speakers, bloggers,
supervisors or business visionaries. In this specific circumstance, this paper centers around
Generation Z and the significance of building an individual brand in the period of web-based
media. Contemplating the ongoing advancement of individual marking devices and web-based
media stages, for example, Facebook, Instagram or LinkedIn, the point of this paper is to
research the degree where youthful people, having a place with Gen Z, comprehend the
advantages of web-based media individual marking to make a solid online personality to help
them toward the beginning of their vocation. It is explicitly fascinating to find how Gen Z people
welcome the proficiency of individual marking through web-based media sources, taking into
account that they have a place with an age known for being advanced and well informed, more
so than their archetypes.

2.19 Lynda Fitzgerald (2004): The research paper inspects regularizing impacts from referent
gatherings in a person's on and disconnected social correspondence networks that may influence
their expectation to utilize online exchange offices. This is an exploratory kind of research. the
current examination tries to distinguish which sources in a person's on and disconnected social
correspondence networks impact their acknowledgment of utilizing the online exchange
innovation as a method of buying. Moreover, the investigation inspects how these two
correspondence networks apply differential effect on the two adopters and non-adopters. this
paper draws on a different scope of writing to analyze what factors, including wellsprings of
social correspondence, impact buyer acknowledgment of utilizing on the web exchange
innovation for buying. With the end goal of the research, overview polls and self-directed studies
were done on an aggregate of 128 scholastics and regulatory staff, just as various postgraduate
understudies. Factual devices, for example, seven point Likert scale were utilized. Person's on
the web and disconnected social correspondence networks were considered as the factors for this
examination. Moreover, the calculated model tests for contrasts in how adopters and non-
adopters weight the significance between these two factor factors on their aims to utilize these
offices. The discoveries propose that for non-adopters, there is no regularizing impact from
referents in either network. For adopters, one on the web and one disconnected referent standard
emphatically affected this current gathering's aims to utilize online exchange offices.

2.20 Maria Saaksjarvi, Gratiana Pol (2007): With the end goal of this investigation, the
researchers picked two webpage components that vary in their degree of personalization, flag
promotions and item proposals, to show non-customized versus customized web based
advertising messages, individually. This research study thinks about buyer responses towards the
two sorts of messages and shows that a critical variable from persuasive brain science, shopper
outlooks, clarifies contrasts in purchaser response to special messages. As indicated by the
research Banner ads can be considered as non-customized as they compare to the electronic
variant of the conventional board promotions. Interestingly, item suggestions are typically posted
as pictures and hyperlinks to explicit contributions that may hold any importance with the buyer,
and would thus be able to be viewed as customized. The investigation was directed in type of an
online survey conveyed to understudies. A sum of 204 reactions were recorded before, later 76
additional reactions were seen. With the end goal of this research, Scenario-building reviews
were utilized, which included four unique situations for the respondents. Varieties in the
individual subjects' reactions over the four situations were seen, which demonstrated that they
were illustrative enough to yield unmistakable impacts. Factual apparatuses, for example, t-tests,
x^2 tests were utilized. The discoveries propose that personalization isn't generally beneficial.
Buyers in certain attitudes don't wish to get special messages by any means, which utilizes
customized messages all the more a misuse of cash than the use of non-customized messages
would. Further, in these cases, limited time messages may really check the advertising exertion
included.

              
Chapter 3
Research Methodology 
Research Objective: - 
1. To explore the various social media marketing tools. 
2. To evaluate the impact of different marketing tools on Gen Z 
3. To understand the need of user generated content for Gen Z 
4. To evaluate the effect of advertisements on social media platforms for Gen Z 
5. To observe the impact of social media influencers on Gen Z. 

Research Question: - 

● What is the relation between generation Z's consumer behaviour and promotional techniques
adopted by companies? 
● What effect does social media influencers have on consumer behaviour of Generation Z? 
● What is the consumer preference of generation z with regards to the social media
marketing techniques? 
● What is the extent of benefit gained by increasing and promoting user-generated social
media content? 
 
Research Design 

The largest generation ever is the Generation Z, the corporate need to change their tradition ways
of marketing to lure their products to this tech-savvy and socially aware generation. To
understand and explore the consumer behavior of the Generation Z, we did this research. Using
surveys as our primary data input. The diversification of our respondents makes this research
different from other researches. It has been realized that not having diverse respondents effect
the survey’s result as this generation is also the most racially and ethnically diverse generation. 
A questionnaire containing open and closes ended questions was developed to study the
marketing techniques that affect the consumer behavior of generation Z. We have collected
primary data for the quantitative research following the quantitative research designs. The
questionnaire will be distributed via the social media itself as seen from the social media
engagement of Generation Z. The questionnaire will contain close ended questions. The data will
be analyzed using excel and Google forms, the same platform on which questionnaire is filled. 
 
Problem Statement 

Generation Z are more racially and ethnically diverse than any previous generation, and they are
on track to be the most well-educated generation yet. They are also digital natives who have little
or no memory of the world as it existed before Smartphone. Generation Z’s way of thinking is
different from the world thus this research will help corporate understand the consumer
preference, consumer behavior of generation Z thus saving money for the corporate.  
This research will also help the corporate in improving their marketing techniques to lure
Generation Z, as Generation Z are the largest generation ever, globally there are almost 2 billion
of them. Also, the whole Gen Z has a high level of social media engagement making the
marketing techniques shifted to digital platform. Most of the corporate out there are trying to
understand the consumer behavior of the Gen Z, firms like Lincoln Financial Group are
interested in the saving behavior of post-millennial generation. But no research has been done in
the marketing sector. The consumer behavior of Generation Z will affect the sales and promotion
techniques of the companies. 
 
Need for the study 

 The need for the study is very high as Generation Z consists of 30% of world population, and
everyone is interested in what Generation Z likes and interested in. Companies are updating their
products on the preferences of this generation. This study helps in the understanding of which
type of marketing technique is more effective on Generation Z. Generation Z is most tech-savvy
and aware generation and this generation have big expectations from companies.  
Making this study helpful for them in understanding the generation Z’s consumer behavior and
preferences. The Preferences of this generation will also vastly affect the no. of sales and
promotion techniques used by companies. This study will also show the impact of social media
marketing on Generation Z. 
 
Conceptual Model - Variables (Dependent & Independent) 

● Marketing Preferences: With the current studies and options, the companies have various
techniques of marketing to choose from. It is essential to understand the relation between the
target consumer and the different techniques. It has been observed that Generation Z prefers
social media marketing as it is accessible and convenient for them. Social Media marketing
has various tools under it and the study to determine the effect of different tools to use as a
base for companies to formulate an optimum marketing plan. 

● Online  Behavior  and social media engagement level:  Majority of the Gen Z is social media
friendly. Yet the time spent, list of people following and engagement varies a lot. It also
includes shopping preferences and purchasing specifications and style of the individuals. It
includes the preference of an individual in terms of resharing on social media and
communicating or giving opinions or reviews on it. 

● Generator of content: Generation Z has different consumer behaviors depending on where

and who brought out the content. The generator of content can be the company or brand itself,
the paid third-party individual or it can be user generated. The Individual might have different
reactions, and the rate at which the interest turns into sale may vary based on the generator of
 content. It might be reassurance, validation and recommendation of the image of the
individual that’s gets replicated to the brand and the particular product. It also includes the
online communities and groups that help in channelizing the content.
 
Hypothesis Statements  
● H0: There is a relation between Influencer and Generation Z’s Consumer preference. 
● H0: There is a relation between Social Media advertising and Generation Z’s Consumer
preference. 
● H0: There is a relation between user generated content and Generation Z’s Consumer
preference.

Scope of the study: 

This study focuses mainly on the marketing technique targeting generation z and the influence of
social media marketing on their behavior. It also highlights positive influence of using social
commerce platform on lower promotional funds, higher impact rate and more engagement.
Through the study we tried to highlight the effect of social media influencers and user generated
information on the buying behavior of the Gen z. 
This study does have several limitations, which provides possibilities for further investigations.
This investigation did not consider examining specific brand advertising, but examined social
media marketing communications generically, which may provide channel for additional
research. Also, it is necessary to take into account of content on the website. It would be
interesting to study how different information quantities affect user's perception of the
information quality. 

 
.1 Demographic Analysis

4.1.1 Age
Figure 4.1.1 Age distributions across sample size

Source: Primary Data

The above figure displays the demographic variation in terms of age. The sample size below the ages of
18 is 9 (6%). The largest age group 18-24 that is observed in this organization consists of 137
respondents taking up the majority i.e. 91.3%. The age group of above 24 corresponds to 2.7%, or 4
respondents. The reason for such a demographic data of age is because of the research objective which
is focused on Generation Z 11-23 years old. Significantly lesser people belong to the higher age group as
indicated.

4.1.2. Gender
Fig. 4.1.2 Gender Distribution across sample size
Source: Primary Data

The research data consist of majority of female data corresponding to 59.3%. 40% of the respondents
are male and 0.7% of the respondents prefer not to say their gender.

This study investigated the role of social media marketing in buying behavior of the consumer. Being a
marketing-based research the majority if any gender does not affect the research results.

4.1.3. Country of residence

Fig. 4.1.3 Gender Distribution across sample size

Source: Primary Data

The research data consists majority of people as residents of India corresponding

to 96.6% i.e. 143 respondents. There is equal representation from Nepal and UAE
i.e. 1.4% each. Being all the researchers are residents of India the questionnaire
was shared among them majorly.

4.2 Analysis of Results

The images below represent the graphical representations of each question, which was a part of the
survey individually. Each of the 150 responses of the sample size has been taken into account for the
data representation below. The last question of the survey has not been represented graphically since it
is open ended.
Graph No. 1: Respondent’s opinion on what kind of content does gain theirattention on social media
related to a brand’s marketing

Source: Primary data

Majority (43.3% i.e. 65 out of 150) of the respondents marked “Advertisements” indicating that
advertisements by the companies have an influence on the consumers and it attracts the attention of
the consumers. About 28% of the respondents marked “User Generated Content” indicating that
content that is shared by the consumers itself related to the company has influence on the consumers.
38 of the 150 respondents i.e. 25.3% marked “ Influencer” which indicates that the social media
influencers also attract some attention of the consumers towards the companies. Being a research
based on Generation Z which is mostly digital the newsletters attract the least attention of the
consumers. Only 5 out of 150 respondents marked “ Newsletters”.

Graph No. 2: Respondent’s opinion on Which social media platforms do you use frequently

Source: Primary data

The responds were free to choose as many as options they wanted to. We can see that out of 150
respondents 139 of them are active on Instagram and 93 are active on WhatsApp. For social media,
members of Gen Z gravitate toward Instagram according to a survey by Business Insider which makes
our respondents’ social media preference suitable for our research.

Graph No 3: Respondent’s opinion on their frequency of buying products online.

Source: Primary data

When asked about the frequency of the consumer for online shopping the majority of the consumers do
it once a month i.e. 52% of the sample size. 22.7 % of the consumers happen to purchase things Every
three week. The data seems to be reliable as a 77.3% of people shop at least once a month.

Graph No. 4: Respondent’s opinion on

Source: Primary data

48.7% of the sample size shares their reviews regarding the product or brand on social commerce
website or any other platform and 39.3% of our sample size are not sure if they do share their review.
This establishes that our almost half of our sample size is aware and active on the social commerce
websites.

Graph No. 5: Respondent’s opinion on

Source: Primary data

This graph states that 83.3% of the sample size trusts user generated information and in relation with
graph number 4 it establishes that user generated information and reviews are more important.

Graph No. 6: Respondent’s opinion on

Source: Primary data

This question is the most crucial for the research as it is focussed on analysing the effect of social media
marketing on the buying behaviour of the consumers. The results are not very positive as 44% of the
consumer have choose the option “ MAYBE ” which indicates that the consumer are not sure about the
effect of advertisements on the their purchase. But 30.7 % of the consumers agree that high frequency
of advertisement affects their purchase preference and choice.

Graph No. 7: Respondent’s opinion on

Source: Primary data

This graph states that 67.3% of the sample size follow social media influencers and read blogs before the
purchase of the product which indicates that the opinion of the influencers affect the purchase of the
product. This factor is crucial for the research as it represents the role of social media marketing on the
consumer’s buying behaviour. 32.7% of the respondents have marked the “NO”.

Graph No. 8: Respondent’s opinion on

Source: Primary data

This Graph represents the social media influencers’ ability to manipulate its viewers’ consumer
preference from their validation and it showed results as expected which are 34.7% agree that they
does whereas 32.7% disagree. On the other hand 32.7% of the sample size is unaware of the effect of
social media influencers ‘validation.

Graph No. 9: Respondent’s opinion on

Source: Primary data

This graph represents the consumers awareness about the latest update of the company. 40.9% of the
consumer have marked the option “ A Few” which indicates that the consumer tend to follow mostly
their favourite brands only. 26.8% of the respondents have marked the option “NO”. 18.1% of the
respondents have marked the option “ YES” and 14.1% of the respondents have marked the option “ A
Lot of Them”. A total of 73.2% of the respondents at least follow a few of official brand media pages.

Graph No. 10: Respondent’s opinion on

Source: Primary data

43.65% of the respondents are not interested in the exclusive Instagram codes whereas 6.7% of our
sample size waits and uses exclusive Instagram codes, even 14.1% of our sample size also uses but only
for their favourites brands. This graph establishes the engagement & reach of brands on social media

Graph No. 11: Respondent’s opinion on

Source: Primary data

75.3% of our sample size don’t tag or use hash tags of the company to draw attention on social media on
the other hand 10% are not sure if they will do or not and 14.7% are sure that they use hash tags or tag
the company.

Name a few social media marketing techniques you know?

1. Virtual product Unboxing and live marketing interactions

2. Email lists, influencer marketing, affiliate marketing

3. Google Ads, Email marketing, LinkedIn Coupon, Facebook Ads,

4. Pop ups, e-mails, search generated advertisements

5. Influencers using them

6. Digital marketing

7. Creating profiles on multiple platforms, posting daily content about the products or
services, Forming relationships with the influencers to promote our product.

8. Cluster

9. Pop up ads, contests

10. UGC, SEO, content marketing, web advertising.

11. Nowadays many beauty brands are selling customised/ personalized products to its
customers, which is a highly influencing media marketing technique. This technique has
really helped a lot of brands like skinkarft, vedic, etc. in increasing their market share.

12. Guerrilla, ambush, surrogate and experiential

13. Cause marketing, advertising, bloggers.

14. Google Ads, Email marketing, LinkedIn Coupon, Facebook Ads,

15. Advertising on Instagram, Twitter, WhatsApp forwards(mothers take it very seriously),

precise targeting, supercharged creatives , spread it through youth , it should have some
social cause it‚ All get more quicker attention, the idea should be unique it works even if it
is dumb but it should be extremely unique.

16. Instagram, Facebook, YouTube,blog, Twitter, LinkedIn.

17. Influences, advertisements

18. Post engagement , Facebook ads , Facebook campaign , CTA and a lot more

19. Contests

20. Using advertisement to gain profit

21. Advertisement by influencers, pop-up ad

22. Facebook ads, google ads, YouTube ads, seo, sem, influencer marketing , affiliate
marketing ,etc
23. Celebrityendorsement
24. Viral marketing

25. Using challenges to attract people, Free giveaways, linking their product/service to a cause

26. Honestly, none

27. Predictive Marketing, Adverts, etc

28. Adds, Via friends and relatives

29. Instagram

30. SEQ, SEM, Content marketing, influencer marketing, ambush marketing

31. SEQ, SEM, Content marketing, influencer marketing, ambush marketing

32. Seo

33. Tagging people and hashtags

34. Taking pics and videos of using the product.

35. Affiliate Marketing

36. User engagement to engage more user with the brand (Zomato’szomatoland)

37. Ambush marketing, more descriptions and pictures of the products

38. Nothing

39. YouTube

40. Know your competitors

41. Hashtag
PaidpromotionCollab

42. Creating personalised experiences

43. Give away or contests

44. Paid promotions

 45. Paid promotions

46. Creating profiles on the relevant channels, focusing on your social media audiences
demand.

47. Start using chat box

48. Creating profiles on the relevant channels, focusing on your social media audiences
demand.

49. Creation of efficient content for marketing

50. Email Marketing, Affiliate marketing, etc.

The result of this question establishes that our diverse sample prefers different social media marketing
techniques and has been approached by many ways, there is no majority technique seen in the result.

CHI SQUARE TEST

1.

H0 - There is no association between gender and frequency of buying products online

H1 - There is association between gender and frequency of buying products online

Crosstabs

Case Processing Summary

Cases

Valid Missing Total

 N Percent N Percent N Percent

Gender * How often do 150 100.0% 0 0.0% 150 100.0%

you buy products
online?

Gender * How often do you buy products online? Crosstabulation

Count

How often do you buy products online?

Every 3 Every Once in a Once in a

weeks week month year Total

Gender Female 21 11 47 10 89

Male 13 7 31 9 60

Prefer not to 0 0 0 1 1
say

Total 34 18 78 20 150

Chi-Square Tests

Asymptotic
Significance
Value df (2-sided)

Pearson Chi- 7.007a 6 .320

Square
Likelihood Ratio 4.548 6 .603

N of Valid Cases 150

a. 4 cells (33.3%) have expected count less than 5. The

minimum expected count is .12.

CROSSTABS

/TABLES=Gender BY Whichsocialmediaplatformsdoyouusefrequently

/FORMAT=AVALUE TABLES

/STATISTICS=CHISQ

/CELLS=COUNT

/COUNT ROUND CELL.

INTERPRETATION

The P-Value is .3202. The result is not significant at p < .05.

2.

H0 - There is no association between gender and type of social media platform used

H1 - There is association between gender and type of social media platform used

Crosstabs

Case Processing Summary

Cases

Valid Missing Total

 N Percent N Percent N Percent

Gender * Which social 150 100.0% 0 0.0% 150 100.0%

media platforms do you
use frequently?

Gender * Which social media platforms do you use frequently? Crosstabulation

Count

Which social media platforms do you use frequently?

Facebo Facebook;Instag Facebook;WhatsApp;Inst Instagra Instagram;Twi

ok ram agram m tter

Gend Fema 0 0 3 33 1
er le

Male 1 1 6 20 0

Prefe 0 0 0 0 0
r not
to
say

Total 1 1 9 53 1

Gender * Which social media platforms do you use frequently? Crosstabulation

Count

Which social media platforms do you use frequently?

Twitter WhatsApp WhatsApp;Instagram WhatsApp;Instagram;Twitter

Gende Female 0 2 38 12 89
r
Male 1 7 21 3 60

Prefer 0 0 1 0 1
 not to
say

Total 1 9 60 15 150

Chi-Square Tests

Asymptotic
Significance
Value df (2-sided)

Pearson Chi- 17.846a 16 .333

Square

Likelihood Ratio 19.641 16 .237

N of Valid Cases 150

a. 19 cells (70.4%) have expected count less than 5.

The minimum expected count is .01.

CROSSTABS

/TABLES=Age BY Whichsocialmediaplatformsdoyouusefrequently

/FORMAT=AVALUE TABLES

/STATISTICS=CHISQ

/CELLS=COUNT

/COUNT ROUND CELL.

INTERPRETATION

The P-Value is .332992. The result is not significant.

3.
H0 - There is no association between age and type of social media platform used

H1 - There is association between age and type of social media platform used

Crosstabs

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Age * Which social 150 100.0% 0 0.0% 150 100.0%

media platforms do you
use frequently?

Age * Which social media platforms do you use frequently? Crosstabulation

Count

Which social media platforms do you use frequently?

Facebo Facebook;Instag Facebook;WhatsApp;Insta Instagra Instagram;Twi

ok ram gram m tter

Ag 18 - 0 1 8 50 1
e 24
year

Abo 1 0 0 1 0
ve
24
year
s

Belo 0 0 1 2 0
w 18

Total 1 1 9 53 1
 Age * Which social media platforms do you use frequently? Crosstabulation

Count

Which social media platforms do you use frequently?

Twitter WhatsApp WhatsApp;Instagram WhatsApp;Instagram;Twitter

Age 18 - 24 1 7 56 13 137
year

Above 0 2 0 0 4
24
years

Below 0 0 4 2 9
18

Total 1 9 60 15 150

Chi-Square Tests

Asymptotic
Significance
Value df (2-sided)

Pearson Chi- 55.112a 16 .000

Square

Likelihood Ratio 20.614 16 .194

N of Valid Cases 150

a. 22 cells (81.5%) have expected count less than 5.

The minimum expected count is .03.

CROSSTABS

/TABLES=Age BY Doesaninfluencers’validationreenforceyourpurchasingdecisi
 /FORMAT=AVALUE TABLES

/STATISTICS=CHISQ

/CELLS=COUNT

/COUNT ROUND CELL.

INTERPRETATION

The P-Value is < .00001. The result is significant for p < .05.Hence we reject the null hypothesis .

4.

H0 - There is no association between age and influencers validation on purchasing decision

H1 - There is association between age and influencers validation on purchasing decision

Crosstabs

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Age * Does an 150 100.0% 0 0.0% 150 100.0%

influencers’
validation re-enforce
your purchasing
decisions?

Age * Does an influencers’ validation re-enforce your purchasing

decisions? Crosstabulation

Count

Does an influencers’ validation re- Total

enforce your purchasing decisions?
 Maybe No Yes

Age 18 - 24 year 40 48 49 137

Above 24 3 0 1 4
years

Below 18 6 1 2 9

Total 49 49 52 150

Chi-Square Tests

Asymptotic
Significance
Value df (2-sided)

Pearson Chi- 9.264a 4 .055

Square

Likelihood Ratio 9.759 4 .045

N of Valid Cases 150

a. 6 cells (66.7%) have expected count less than 5. The

minimum expected count is 1.31.

INTERPRETATION

The P-Value is .055373. The result is not significant at p < .05

Chapter 5 
Major Findings and Suggestions (with proper explanations and justification)
Analysis

The research conducted had the aim to decipher the consumer preferences of the generation z
and influence social media had on their preferences per say. The main aspects were to come to a
conclusion on the consumer preferences when it came to user generated or company generated
content, social media advertisements and influencers’ role in reviews and promotion.

Majority (43.3% i.e. 65 out of 150) of the respondents marked “Advertisements” indicating that
advertisements by the companies have an influence on the consumers and it attracts the attention
of the consumers. About 28% of the respondents marked “User Generated Content” indicating
that content that is shared by the consumers itself related to the company has influence on the
consumers. 38 of the 150 respondents i.e. 25.3% marked “ Influencer” which indicates that the
social media influencers also attract some attention of the consumers towards the companies.

According to the primary data collected as part of the research, it states that 83.3% of the sample
size trusts user generated information. The user generated content is weighed more important in
the form of day to day consumer reviews on e-commerce websites, views on purchase or after
use feedback on personal social media and influencers that the product fits into niche with.

Influencers play a key role in promoting a brand and forming a brand image and identity. The
research concludes that 67.3% of the sample size follow social media influencers and read blogs
before the purchase of the product which indicates that the opinion of the influencers affect the
purchase of the product. This factor is crucial for the research as it represents the role of social
media marketing on the consumer’s buying behaviour. Our research also gathered that 34.7%
agree that they do get influenced by blogger’s and influencer’s recommendations or reviews
whereas 32.7% disagree. On the other hand 32.7% of the sample size is unaware of the effect of
social media influencers ‘validation, which could mean that it has a subconscious effect to some
extent.

Chapter 6

Result and Conclusion

The study developed with the aim of analysing the impact of social media marketing on
Generation Z. We broke our research into subparts based on key factors like user generated
content, role of influencers and bloggers and advertisements on social media platforms.

Through our research conducted on 150 participants across generation z, we came to multiple
conclusions. There are multiple social media platforms but Instagram plays the key role in social
media marketing for generation z’s consumer preference. According to which it must be kept in
mind that other platforms do help but the emphasis needs to be more on Instagram to have a
higher probability of results if the target market is Gen Z.

In social media marketing techniques on Instagram, user generated content and advertisements
play an important role along with influencers and bloggers. Multiple techniques like social media
campaigns, contests, hashtags, discounts and influencers partnership can be used by brands.
User generated content is extremely essential as it validates the possible expenditure for the
prospective consumer and helps in quick conversion from prospective to a buyer. This can ba in
the form of e-commerce reviews, tags on private social media accounts, interactive contests and
campaigns, etc. A few worth mentioning as examples are the create your own cover contest by
vogue, the photography contests help by Fujifilm and Kodak and offers held on particular days
like by Burger King on valentine’s day.

According to research, an essential role is also played by the influencers, in the form of paid and
unpaid advertisements, PR packages and partnerships. Influencers and content creators hold
great power over the decision and consumer behaviours in accordance to Generation Z and the
tendency to lead a duplicate life. It helps in building a strong brand image and exposure gained is
huge and impactful to a diverse audience.

The study concludes at the note that a balance of social media techniques is imperative when
dealing with the Generation Z and their consumer behaviour is highly dependent on user
reinforcement in the form of reviews and feedbacks.

Reference:  APA 6 edition 

th

(VIȚELAR, 2019)
(PrakashYadav & Rai, 2017)
(Fox, Bacile, Nakhata, & Weible, 2018)
(Florenthal, 2019)
(Thangavel, Pathak, & Chandra, 2019)
(Ninan, Roy, & Cheriyan, 2020)
(Prasad & Verma, 2020)
(Huang & Copeland, 2020)
(Duffett, 2017)
(Becherer & Halstead, 2004)
(Lim, Cheah, Waller, Ting, & Ng, 2019)
(Haq & Bonn, 2018)
(Chillakuri, 2020)
(Herrando, Jimenez-Martinez, & Hoyos, 2019)
(Rita, Ramos, Mealha, & Radu, 2020)
(Hult & Jr, 2017)
(Hossain, 2018)
(Priporas, Stylos, & Fotiadis, 2017)

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 Annexure

Questionnaire:
NAME:

EMAIL ID:

1. GENDER
◻ Male ◻ Female

◻ Transgender ◻ Other

2. AGE
◻ 7-22 Years◻ 23-38 Years

◻ 39-55 Years ◻ Above 55 Years

3. In which country do you live?

Answer:

4. What gains your attention on social media related to a brand’s marketing?

◻ User generator content◻ Advertisements

◻ Influencers ◻ Newsletters

5. Which social media platform do you use frequently?  

◻ Facebook ◻ Instagram

◻ Whatsapp ◻ Twitter

6. How often do you buy products online?

◻ Every week◻ Once in a month

◻ Every 3 weeks ◻ Once in a year

7. Do you share your reviews regarding the product or brand on social commerce website or
any other platform?
◻ Yes ◻ No
 8. Which one do you trust more?
◻ User generated information ◻ Company generated information

9. Do you follow any social media influencer or do you read blogs regarding the products
before you purchase it?
◻ Yes ◻ No

10. Name a few social media marketing techniques you know?

Answer:

11. Does an influencers’ validation re-enforce your purchasing decisions?

◻ Yes ◻ No

12. Do you expect the brand you follow or support to be socially responsible?
◻ Yes ◻ No

13. Do you use hashtags or tag the company on social media to draw attention?
◻ Yes ◻ No

14. How does the high frequency of advertisement content affect your purchase?
◻ Positive◻ Negative
◻ Indifferently
Similarity Index Report