REPORT ON INTERNSHIP

For the partial fulfillment of degree of

Master of Commerce

Submitted by

Miss: Janani Sowndariya.K

Reg No: 531900771

PG AND RESEARCH DEPARTMENT OF COMMERCE

BHAKTAVATSALAM MEMORIAL COLLEGE FOR WOMEN

KORATTUR

CHENNAI - 600080

OCTOBER - 2020
 ACKNOWLEDGEMENT

I hereby sincerely thank the management of BHAKTAVATSALAM

MEMORIAL COLLEGE FOR WOMEN for having given me an opportunity to
undergo internship.

I would like to express my sincere thanks to our Vice - Chairman Madam

DR.K.MARAGATHAMANI, M.B.A., Ph.D., for permitting to do this internship.

I would also like to express my grateful to our Secretary sir

DR.S.P.RAJAGOPALAN, M.Sc., M.Phil., Ph.D., for his valuable support.

I wish to place on record of my sincere thanks to our principal madam

DR.C.N.EASWARI, M.A., M.Phil., Ph.D., for her consent and support in the
successful completion of this internship.

I would also like to express my thanks of gratitude to

DR.K.R.DHANALAKSHMI, M.com., M.Phil., Ph.D., M.B.A., Ph.D., Associate
professor and Head, PG and Research Department of Commerce for her support
and guidance.

I also acknowledge the contribution of all the staff members of our

department and the library madam who helped me to complete this internship.

Place: Signature of the Candidate

Date:

(Janani Sowndariya.K)
 INDEX

S.NO. CONTENT PAGE NO.

1 Introduction 1

2 Evolution of Social Media 2

3 Marketing 3

4 Social Media Marketing 5

5 Review of Literature 11

6 Conclusion 20
 SOCIAL MEDIA MARKETING

INTRODUCTION:

Business in today’s day and age is dominated by customers and their demands.
People prefer to see referrals, reviews over Google search results, or a website before
purchasing a product. To stand by the flow, we need to learn what people say about us.
You need to actively participate in relevant communities to interact and influence masses.
You need to engage with social media to manage your online reputation. Social media
marketing is a must to target a wider customer base and expand your business. Social
media marketing (SMM) is the use of social media websites and social networks to
market a company's products and services. Social media marketing provides companies
with a way to reach new customers, engage with existing customers, and promote their
desired culture, mission, or tone.

SOCIAL MEDIA:

Social media is computer-based technology that facilitates the sharing of ideas,

thoughts, and information through the building of virtual networks and communities. By
design, social media is internet-based and gives users quick electronic communication of
content. Content includes personal information, documents, videos, and photos. Users
engage with social media via computer, tablet or smartphone via web-based software or
web application, often utilizing it for messaging. Social Media is a platform that lets us
participate in social networking. We can share our posts on various social media
platforms to improve business visibility. Today it is the best source for news updates,
marketing, education, and entertainment.

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 “Don’t use social media to impress people; use it to impact people.”
— Dave Willis

EVOLUTION OF SOCIAL MEDIA:

Social media originated as a way to interact with friends and family but was later
adopted by businesses which wanted to take advantage of a popular new communication
method to reach out to customers. The power of social media is the ability to connect and
share information with anyone on Earth or with many people simultaneously.

Globally, there are more than 3 billion social media users. Social media is an ever-
changing and ever-evolving web-based platform. According to the Pew Research Center,
social media users tend to be younger. Nearly 90 percent of people between the ages of
18 and 29 used at least one form of social media.

SOCIAL MEDIA IN 20th CENTURY:

Technology began to change very rapidly in the 20th Century. After the first super
computers were created in the 1940s, scientists and engineers began to develop ways to
create networks between those computers, and this would later lead to the birth of the
Internet.

The earliest forms of the Internet, such as CompuServe, were developed in the
1960s. Primitive forms of email were also developed during this time. By the 70s,
networking technology had improved, and 1979’s UseNet allowed users to communicate
through a virtual newsletter.
By the 1980s, home computers were becoming more common and social media
was becoming more sophisticated. Internet relay chats, or IRCs, were first used in 1988
and continued to be popular well into the 1990’s.

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 The first recognizable social media site, Six Degrees, was created in 1997. It
enabled users to upload a profile and make friends with other users. In 1999, the first
blogging sites became popular, creating a social media sensation that’s still popular
today.

SOCIAL MEDIA TODAY:

After the invention of blogging, social media began to explode in popularity. Sites
like MySpace and LinkedIn gained prominence in the early 2000s, and sites like
Photobucket and Flickr facilitated online photo sharing. YouTube came out in 2005,
creating an entirely new way for people to communicate and share with each other across
great distances.
By 2006, Facebook and Twitter both became available to users throughout the
world. These sites remain some of the most popular social networks on the Internet.
Other sites like Tumblr, Spotify, Foursquare and Pinterest began popping up to fill
specific social networking niches.
Today, there is a tremendous variety of social networking sites, and many of them
can be linked to allow cross-posting. This creates an environment where users can reach
the maximum number of people without sacrificing the intimacy of person-to-person
communication. We can only speculate about what the future of social networking may
look in the next decade or even 100 years from now, but it seems clear that it will exist in
some form for as long as humans are alive.

MARKETING:

Marketing refers to activities a company undertakes to promote the buying or

selling of a product or service. It involves finding out what consumers want and
determining whether it is possible to produce it at the right price. The company then
makes and sells it. It includes identification of a product, determining demand, deciding

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on its price, and selecting distribution channels. It also includes developing and
implementing a promotional strategy. Product, price, place, and promotion are the Four
Ps of marketing. The Four Ps collectively makes up the essential mix a company needs to
market a product or service.

“The best marketing doesn't feel like marketing.”

— Tom Fishburne, Founder & CEO, Marketoonist

DEFINITION OF MARKETING:

Marketing is defined by the American Marketing Association as "the activity,

set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large".

Philip Kotler defined marketing as "Satisfying needs and wants through an

exchange process" and a decade later defines it as "a social and managerial process by
which individuals and groups obtain what they want and need through creating, offering
and exchanging products of value with others".

SEGMENTS OF MARKETING:

The two major segments of marketing are business-to-business (B2B) marketing and
business-to-consumer (B2C) marketing.

 B2B marketing
B2B (business-to-business) marketing refers to any marketing strategy or content that
is geared towards a business or organization. Any company that sells products or services
to other businesses or organizations typically uses B2B marketing strategies.

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Examples of products sold through B2B marketing include:

 Major equipment
 Accessory equipment
 Raw materials
 Component parts
 Processed materials
 Supplies
 Business services

 B2C marketing
Business-to-consumer marketing, or B2C marketing, refers to the tactics and
strategies in which a company promotes its products and services to individual people.
Traditionally, this could refer to individuals shopping for personal products in a broad
sense. More recently the term B2C refers to the online selling of consumer products.

SOCIAL MEDIA MARKETING:

Social media marketing is the use of social media platforms to connect with your
audience to build your brand, increase sales, and drive website traffic. This involves
publishing great content on your social media profiles, listening to and engaging your
followers, analyzing your results, and running social media advertisements.

The major social media platforms (at the moment) are Facebook, Instagram,
Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

Social media marketing is a process that empowers individuals to promote their

websites, products, or services through online social channels and to communicate with
and tap into a much larger community that may not have been available via traditional
advertising channels. Social media, most importantly, emphasizes the collective rather
than the individual. Communities exist in different shapes and sizes throughout the

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Internet, and people are talking among themselves. It’s the job of social media marketers
to leverage these communities properly in order to effectively communicate with the
community participants about relevant product and service offerings. Social media
marketing also involves listening to the communities and establishing relationships with
them as a representative of your company.

HISTORY OF SOCIAL MEDIA MARKETING:

Before there was social media, netizens in the 1970s and 1980s spent most of their
time on social networks like dating sites and online forums. Six Degrees, Live journal,
and Friendster were the earliest form of social medias.

The dot-com bubble of 1995 – 2002 was a critical event that allowed the internet
to become a viable marketing tool. It began with search marketing, prompting brands to
create websites to establish an online presence. As Google, Yahoo and MSN’s search
engines evolved, companies turned to SEO strategies to remain at the top of search
results.

In 2003 – 2004, the arrival social media sites like Facebook, LinkedIn and My
Space initiates the shift of internet users from multiplayer online games into social
networking sites. Eventually, businesses picked up on the positive effects of a social
media site presence on e-commerce and started creating their own profiles on the popular
networking sites.

In the years that followed, customer’s favorable attitude towards social media
marketing slowly changed business marketing preference from the more aggressively-
proactive outbound marketing to the more reactive inbound marketing.

Nowadays, over 90% of marketing executives utilize social media as part of their
marketing strategies, and successful businesses utilize social media marketing for
branding, lead generation, customer retention, research and e-commerce. Not only does

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social media manage to significantly reduce marketing expenses and the time needed to
market products and services, it also increased the effectiveness of marketing and overall
customer satisfaction. 83% of customers who post complaints on a brand’s social site like
Twitter and get a reply state that they are satisfied. This helped companies retain more of
their customers, resulting to increased existing customer transactions.

POPULAR SOCIAL MEDIA TOOLS AND PLATFORMS:

 Blogs: A platform for casual dialogue and discussions on a specific topic or

opinion.
 Facebook: The world’s largest social network, with more than 1.55 billion
monthly active users (as of the third quarter of 2015). Users create a personal
profile, add other users as friends, and exchange messages, including status
updates. Brands create pages and Facebook users can “like” brands’ pages.
 Twitter: A social networking/micro-blogging platform that allows groups and
individuals to stay connected through the exchange of short status messages (140
character limit).
 YouTube: Youtube is the largest video-sharing social media site in the world. It
lets users upload videos on the platform, view videos from other users, and
interact with them. It is a Video hosting and watching websites.
 Instagram: A free photo and video sharing app that allows users to apply digital
filters, frames and special effects to their photos and then share them on a variety
of social networking sites.
 Snapchat: A mobile app that lets users send photos and videos to friends or to
their “story.” Snaps disappear after viewing or after 24 hours. Currently, we are
not allowing individual departments to have Snapchat accounts, but asking that
they contribute to the Tufts University account.
 LinkedIn Groups: A place where groups of professionals with similar areas of
interest can share information and participate in a conversation.

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  WhatsApp: WhatsApp is a messaging app that lets users share text messages,
images, voice notes, audio files, documents and videos.
 Pinterest: Pinterest is a virtual scrapbooking social media site and is therefore,
highly visual. Users can create themed boards and add images and products to the
board. Brands can even create Shoppable Pins through which users can directly
make purchases.
 We Chat: We Chat is a free messaging app which is similar to whatsapp and it
allows the users to transfer pictures, videos or speech, and enabling group chat.

MOST POPULAR SOCIAL MEDIA SITES:

S.NO SOCIAL MEDIA SITES NUMBER OF USERS (Monthly

Active Users)

1 Facebook 2.6 Billion

2 WhatsApp 2 Billion

3 Youtube 2 Billion

4 WeChat 1.1 Billion

5 Instagram 1 Billion

6 LinkedIn 690 Million

7 Pinterest 335 Million

8 Twitter 330 Million

9 Snapchat 229 Million

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ADVANTAGES OF SOCIAL MEDIA MARKETING:

 It is cost effective method of marketing

 It helps to increase the sales and revenue

 Provides better communication with customers and quick feedback from customer

 It provides better satisfaction to customers

 It helps to create brand identity, brand awareness and brand loyalty

 It will be available for the viewers for 24 hours

 Low cost representation of ads globally

DISADVANTAGES OF SOCIAL MEDIA MARKETING:

 Opens up the possibility for hackers to commit fraud and launch spam and virus
attacks

 Needs qualified personnel for managing the account and to have the traffic under
control

 It is a long term investment and one cannot expect returns in an overnight

 It is a time consuming process because the customers may take time to appreciate
and share your posts, sometimes people may be interested in other sites and they
may ignore your page

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  Negative feedback will tarnish your brand name and deter potential customers
from establishing relationships and doing business with the brand

OBJECTIVES OF SOCIAL MEDIA MARKETING:

 To increase brand awareness and brand reputation

 To monitor customer feedback
 To improve customer retention and brand loyalty

SCOPE OF SOCIAL MEDIA MARKETING:

 It allows for two - way communication between consumers and companies.

 Promotes public relation and increases reputation of the company.
 Create brand awareness through social web.

LIMITATIONS OF SOCIAL MEDIA MARKETING:

 Negative feedback or comments or reviews make bad impression to new

customers.
 Decreases face-to-face communication skills and reduces emotional
connection.
 No short term Return On Investment.
 It depends on the internet but, there are so many remote places where the internet
does not work

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REVIEW OF LITERATURE:

1. Kyle Hensel et al., (2010) studied that benefits and disadvantages of uses of social
media. The traditional marketing model was being challenged and was continually
evolving in ways of communicating, generating leads, and increase awareness has
been implemented. Study suggested that strategies of social media must be used to
check the importance of online businesses in market this will help the marketers to
check and to take precautions about degrading the brand value in market through
negative publicity by client.
2. Kenneth J. Lacho et al., (2010), study focused on the benefits of small businesses
on social networking sites. Study suggested strategies for small business owners to
be online with a reason to their customers, also discussed the importance of
Facebook and LinkedIn in businesses to target marketing efforts to specific group
and allowed business to promote available positions and openings in market.
3. Roland Rust, Christine Moorman & Gaurav Bhalla, (2010) explored that
companies uses powerful technologies such as social media for understanding and
interacting with customers as a medium. The change in shift from the firms
focused that was from profitability of products to profitability for customer this
can be measured by metrics of customer lifetime value and customer equity.
4. Brittany A. Hackworth, Michelle B, Kunz (2011) study suggested strategies for
marketing of health care industries, successful implementation of uses of social
media application will leads to growth in health care. Taking into consideration
application of current and popular SNS will benefits to health care industry
patience. Study concluded that social networks has a great influence in health
industry especially issues which was faced by patients can be resolved by
providing right information through right source.
5. Mehmood Rehmani (2011) studied because of social media it was easier for e-
commerce marketers to communicate directly with their target audiences. This is
due to people can take complete information of product also make comparison

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 with different brands which results to buying of product as per choice which leads
to brand commitment. Study explored due to increasing number of mobile phone
users and internet users, people tend to get influence for purchasing of products.
The study intends to explore the impact of social media on purchase intention of
mobile phone customers in Pakistan.
6. Sisira Neti (2011) study overviewed on social media marketing in India. It
discussed about strategies of social media and their role and relevance in the
growth and benefits aspects of the marketers. The explosion of social media
phenomenon recognized by global companies which was utilized potential
platform for marketing with new power of advertising campaigns by using social
media. The key findings of study was blogging have a very positive impact on
companies branding & growth.
7. Charity Pradiptarini (2011) study focused on the key issues of social media
marketing like its effectiveness, the way companies measures their return on
investments and target market share of social media marketing were studied. Also
focused on companies Twitter activities and their sales performance and
competitors were analyzed to identify the correlation between the company
involvement on the social media sites and its financial outcomes (ROI). Study was
found that social media marketing effectiveness is highly influenced by its
messages/contents quality, the company’s involvement, and its association with
the other marketing platforms. In addition, a complex and detailed analysis of the
strategy is needed in order to measure the return on investment accurately of the
social media marketing. The study also finds that the new generation might be the
main users of social media sites, but they are not the main target audience of the
social media marketing.
8. Monika Sharma (2011), the study reviewed trends in social networking and
future trends of social networking. The new computer user generation were
engrossed in social networking for getting information, ideas, support, products,
creativity, socializing and having fun with friends, as this hype around social

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 networking continued with the companies which are evolving their business
models around social activities on websites and on social media. Study concluded
that social networking has great potential for companies to engage the Indian user
and increase connectivity and build their brands rather than just bombarding users
with information.
9. Bernadette D’silva, Roshni Bhuptani & Sweta Menon (2011) focused on social
media marketing influences on brand choice. Social media sites helps to create
interest in the product and building trust about the company which was brand
building exercise which avoids clatter and reached to target audience. The
objective of the study was to know usage pattern for SNS among youth in the city
of Mumbai for assessing influence of buying behavior of consumers. This study
explored the preference for SNS from young generations.
10. Amrita Pani& Mahesh Sharma (2011) study revealed that Social networking
sites like Myspace, Orkut & Facebook were widely used. To get influenced by
Gen-next consumers in India, there should be changes in their brand choices,
shopping behavior and lifestyle pattern which resulting through their social media.
Marketer should implement well designed marketing campaign for penetrating
new media segment.
11. Faraz Farooq, Zohaib Jan (2012), study covered research from social media
users and organisations for finding their views on the tagged based marketing on
the social networking website (Facebook). Study explored that social network
medium has a potential to provide many new ways to market the audience with the
help of registered user especially social networking site Facebook has provided
many tools like social groups, events, social advertisement for the purpose of
marketing this is helpful for organisation in developing trust of the product among
consumer, increase clientele and targeting the right audience. Study concluded
that, reasons behind most of the people don’t provide feedback was revealing the
personal information to other for influential marketing helped for analysed target
audience and increase the sales and profit of organisation whereas tagged based

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 marketing suggested that should be implemented in research area because it is
supported by many organisations.
12. Rajiv Kaushik (2012) revealed that there is impact of social media on public
relation which can be traced by costing part. Study focused on social media and
public relations efforts complements each other which are affected by costs of
marketing by considering cost per impressions.
13. Mathur Pooja, et al, (2012) explored the new medium of communication that is
social media, for marketing professionals, which can be used potentially to
increase the interest in product and services. The objectives were to find out
overall impact of social media on buying behaviour. Concluded that wider scope
available for advertiser and other marketing planners to use social media as a
beneficial marketing tool to influence consumer purchasing behaviour, as well as
to access and affect customer value.
14. Gaurav Seth (2012) analyzed the changes in social media marketing strategy for
constant communication and public relations in hospitality sector. Focused from a
consumer’s perspective with respect to the various channels over traditional
marketing channels to social media which has impacted their purchasing decisions
and brand loyalty in service industry. Also understand how consumers perceive
these new vehicles of communication. Objective was to study the effects of social
media on hospitality marketing strategies form the consumer’s perspective only. In
order to avoid inaccurate information and negative publicity businesses have to
come up with digital media policies to safeguard. Uses of proper planning and
rigorous guidelines for maximum success should be embraced as a social media
technology.
15. Tesfaye Nekatibeb (May 2012), Studied social media provides benefits of long-
term engagement between brands and consumers also provided an opportunity for
everyone to communicate effectively and efficiently in a way unprecedented by
any other media it can be considered as the communication tool of modern era.

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16. Priti S. et al (2013) studied the effectiveness of placing brand communication on
social networking sites which shows that there is effect of online comments and
reviews of products/brands on the buying behavior of consumers. Study revealed
that people do come across various advertisements on social networking sites also
prefer to go through the online comments and reviews regarding the
brand/products before buying the products for them brand communication on
social networking sites plays important role to influence buying behaviour of the
customers.
17. Ateş Bayazıt Hayta (2013) studied that social media is on the most important
tools communication channels. Consumers do access to information about goods
and services to be purchased as per need by means of social media to a great
extent. Also studied it social media which affects our live in recent years that
brings a new dimension to Internet and determine the effects of social media
networks on purchasing behaviours of consumers.
18. Alina-Daniela Mihalcea et al (2013) studied that extensive use of SNS such as
Facebook, Twitter and LinkedIn has laid the possibility of using new platforms in
order to generate more business revenue. It was demonstrated that social
networking becomes profitable for companies in terms of brand exposure, brand
awareness and actual sales. Study explored the social media characteristics and
their impact on business also provides guidelines for companies to decide about
implementation of Social Networking Sites (SNS) in three aspects like: Product
development, marketing communication and recruiting. Key findings of the
research is in case of product development companies can monitor Social
Networking Sites to obtain data for their products/services and can talk to
consumer through content to build new, improved offers that better resonate with
the buyers. For marketing communication demographic and behavioural data
provided for creating targeted messages, but company should consider the
negative online word of mouth dispersion possibilities and create strategies
accordingly. While recruiting, offers for employers a better understanding of their

15
 potential candidates, Professional profiles on LinkedIn or adding personal
information from Facebook or Twitter accounts.
19. Simona Vinerean, et al (2013) explored that SMM allows customers to directly
communicate about brands with online companies those who are brand
representatives. The objective of the study was to identify different types of users
their segmentations. It also examined different marketers has positive online
advertisement impact on customers perceptions. The study suggested for online
marketers various approaches from improving their ad performance and investing
in SNS advertising. Study suggested for online company should create a role for
buyers and then accordingly developed adjusted online marketing strategies as per
the interests of online consumers. Also suggested that SMM strategies for long-
term success in marketing.
20. Iris Mohr (2013) study was analyzed the social media marketing impact on
fashion industry focusing on New York Fashion Week. It was analyzed that uses
of social media has important role in fashion and luxury market which will helpful
for up scaling the segment. To examine this study was conducted in New York
Fashion Week for understanding the relationship between social media and
fashion. Key findings of the study was views of attendees about fashion week has
intensifying positive effect on fashion related media which helps for evaluating the
quality of the fashion shows or fashion designers. Study suggested that with the
help of social media new business models must implement to build strong
customer relationship and loyalty.
21. Asad Ahmad (2013), study assess the extent uses of SNS and giving a new space
to online retailers to market their various products in India which has a practical
significance for different online retailers for promoting their product through
social networking. A study suggested the research model for social networking
sites a path to online retailers to reach to their customers. The increasing
importance of technological platform for social interactions raised the interest for
product, those customers who seek to explore this as new promotion media

16
 influences consumers to buy online. Also it has been found that online consumers
most of the time rely on SNS, also for getting information about products and
brand on the company websites which has engaged directly with customers with
the help of social media sites. This has huge opportunity for e-retailers to reach to
customers. Study found biggest advantage of social media sites was for those
consumers visit sites are more likely to take action and have a better opportunity to
influence consumers’ buying choices
22. Smita Sharma, Asad Rehman (2013), study analyzed the uses of SNS in
marketing communication programmes implemented by various brands and
organisations among them Facebook is the favourite for social media-savvy
organisations in India used to engage in everyday conversation and organized
promotions and contests for fans. The study summarised the frequency of usage,
budgeting, purposes of use, metrics of evaluation with respect to social networks
within different organization that have incorporated by social media in their
marketing communication programme. The study revealed that users were leaving
traditional advertising outlets and paying more attention and impressing to new
media which are used for customer service, sales and marketing functions, brand
building and innovation more on need for a better approach and attention from the
top management for better results. Marketers need to devise new purposes, metrics
for use and evaluation of the same on the basis of market dynamics.
23. Melissa Clark and Joanna Melancon (2013), The Study focused on social media
marketing tools which helped for building and maintaining relationships with
customers. Social media is a part of relationship investment, tested through
relationship quality on influenced on satisfaction, loyalty and word of mouth
behaviours. To prove the same study indicated that higher levels of relationship
investment, results to higher relationship quality, results to higher level of
customer satisfaction, loyalty and positive word of mouth intentions. Study
suggested that marketers can get the benefits from building high quality
relationship with customers which results positive experiences’.

17
24. Vinod Waiker (2014), the study covered the social media impact on non-buying
behaviour like opinions and brand promotions. To understand the relationship
between branding of products on social media and its impact on sales of the
company has been studied opinions like depth of knowledge about products,
exposure in market, doubt solving, resolve queries and doubts, shape the attitude
for buying the products, promptness in decision for purchase of products etc. study
concluded that users have strong sentiments involves at the time of purchase of
products, at the time of exchanging information. Sale of company’s products is
related with social media marketing.
25. Shraddha Bhome et al (2014), Focused on impact of SM on consumer buying
behaviour in different categories of social media majorly social networking sites,
social news, media sharing, blogs, micro blogging etc. which provides unique
features and experience to marketers and consumers. Marketing via social media
created high quality contents which are relevant, focuses more on building
relationships between consumers and companies. The accessibility and
transparency of information has offered to consumers. Study covers the ads-on
type of social media and impact on buying new product. Study conducted that
social news spread by personal blogs, forums of people, companies, cine stars,
political parties were followed social networking sites. Study concluded that there
is more influence of marketing social networking websites such as Facebook,
Twitter etc.
26. Jugal Kishor, Prof. V.K. Singh (2014), Social networking sites can expand the
possibility of business through social site shopping, This empirical research
explored factors affecting shopping attitude on social networking sites which
focused on different kind of payments methods used for the shopping on social
networking sites. It also revealed that SNS were targeted to different consumers,
different factors has been used according to the type of consumers. This study uses
the assumption, is that focus of shopping attitudes is different than purchase
intentions attitudes. The findings of the study shows that target customers and

18
 features of SNS were differs according to the category of products for that strategy
can be used to expand online businesses which includes shopping services which
are targeted to youth with positive perceptions of SNS features like easy to use,
security for shopping services etc on social networks.
27. Sumit Chaturvedi et al (2014) studied that social media has changed the
consumers purchasing behavior which directly impacting to the way they were
buying products and services. The marketers have also change their perception of
social media from ‘fun to have’ that is social towards business like ‘must focus on’
approach. The uses of social media platforms like Twitter, LinkedIn, blogs and
Face book among online buyers has increasing over the years. Online shoppers
faced hesitations while doing online purchasing due to the factors like security
concerns, lack of physical approach towards product offered, and delays in
product delivery along with price & quality concerns. Also more over people are
more resistant to change not easy to adapt newer technology. Study also analysed
that online purchasing of apparels has a potential to grow, proper boosting needs
to be done effectively through social media only, because this is the only medium
of sales promotions which can be in low cost and maximum reach.
28. Asad, H. Abu-Rumman (2014), study highlights the growing interest of social
media marketing among companies especially focusing on the mobile service
providers. The transformation of social media has changed for an effective
building relationship with consumers which utilized by many companies as a new
channel to reach their consumers. Studies showed six dimensions like online
communities, Interaction, Sharing of content, Accessibility and Credibility etc.
uses by companies as a tool for marketing activities of social media marketing.
The results showed statistically significant impact of the dimensions of social
media marketing on the brand equity. Also it showed significant impact between
the Accessibility and Credibility on the brand equity which means that the
Accessibility and Credibility affects the brand equity. The study suggested that

19
 companies should focus more on their social media marketing strategies and
increase their share in the strategies of the company.
29. Priyanka P. (2015) studied that social media can be used for increasing customer
loyalty. With the help of continuous customer support services leads to
improvement in customer retention. New applications and social platforms will
flourish and allow even greater personalization and real-time, location-based
engagements in media.
30. Nima Barhemmati and Azhar Ahmad (2015), study examine how social
network marketing influence the ultimate consumer purchase behaviour among
people who often used social networking sites. The study investigate the
relationships among social network marketing activities, customer engagement
and consumer purchase behaviour. Study suggested strategies for marketing
manager, for increasing advertisement effectiveness through social media by
understanding the type of engagement shaped audiences, their emotional bonds
and effects on consumer purchase behaviour. Study showed people have more
emotional attachment with social media sites, spend more time on platforms, are
more likely to engage with companies and brands through social media and have
positive attitude towards the brands. Study conducted that users were influenced
by their contacts on SNS more intensive than a simple and direct advertisement.

CONCLUSION:

Social media gives deep impact to the business world today from small companies
to big giant companies. Social media landscape is big and the system and technology
continuously growing and changing every day. Company which uses and presented in
social media enjoys big benefits. Some companies received negative impact. Social
media no longer an option but is a must especially companies that dealing straightly with
customers. Social media promising a lot of opportunities and challenges, so organization
must prepare themselves to facing this. As we know this modern communication
platform giving impact to businesses today. We don’t have any control to social media
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because this platform giving users freedom to express their opinions, experiences or
anything that they wants. Social media provides big opportunities to organization to build
better relation with their clients and provides real one to one communication. Customers
are now become more particular about with whom and from where they are buying
products or services. One of the main reason for businesses to use social media is because
their competition using this platform daily as marketing strategy. Customers and future
customers are also using that. Businesses that directly interact with customers should use
social media to increase their revenue and increase the brand awareness.

Social media can be a powerful tool for any organization. It can increase your
visibility, enhance relationships, establish two-way communication with customers,
provide a forum for feedback, and improve the awareness and reputation of the
organization. For these reasons, social media websites have become an important
platform for organizations. As organizations focus on effectively leveraging social media
platforms, there are a few critical things to keep in mind. Organizations must first
develop a comprehensive social media communication strategy and then incorporate best
practices in the implementation of that strategy. Following this guide can help the
organization effectively and successfully derive the maximum benefit from their social
media initiative. As a conclusion, Social media promising a lot of opportunities and
challenges, so organization must prepare themselves to facing this.

REFERENCE:

1. https://www.tutorialspoint.com/social_media_marketing/social_media_marketing_
introduction.htm
2. https://smallbiztrends.com/2013/05/the-complete-history-of-social-media-
infographic.html
3. https://www.investopedia.com/terms/s/social-media.asp
4. https://www.investopedia.com/terms/m/marketing.asp
5. https://en.wikipedia.org/wiki/Marketing

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7. https://smallbusiness.yahoo.com/advisor/resource-center/evolution-social-media-
marketing-043109995/
8. https://communications.tufts.edu/marketing-and-branding/social-media-overview/
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