SUMMER TRAINING REPORT ON

THE

“IMPACT OF SOCIAL MEDIA ADVERTISING ON

CONSUMERS AND THEIR RESPONSE “AT
DIGIFUSE

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT TO ATTAIN DEGREE OF BACHELOR
OF BUSINESS ADMINISTRATION (2020-2023)

UNDER THE GUIDANCE SUBMITTED BY

MR PAWAN KUMAR TUSHAR ARORA

FACULTY ENROLLMENT NO

ASSISTANT PROFESSOR 06216701720

SIRIFORT INSTITUTE OF
MANGENMENT STUDIES PLOT
NO 8. INSTITUTIONAL AREA
SECTOR 25, ROHINI, DELHI
,10085
CERTIFICATE
 lOMoAR cPSD| 20162938

ACKNOWLEDGEMENT

This internship opportunity that I had with DIGIFUSE was a great chance for learning and
professional development. Therefore, I consider myself a very lucky individual as I was provided
with an opportunity to be a part of it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led me through the internship period.

I would like to express my gratitude and appreciation to all those who gave me the possibility to
complete this report. I am highly indebted to employees and colleagues at DIGIFUSE for their
guidance and constant support and supervision as well as for providing necessary information
regarding the project and also for their support in completing the project. I would like to express
my gratitude towards my parents and member of DIGIFUSE for their kind cooperation and
encouragement which help me in completion of the project.

Also, many thanks to the guide of the project- MR. PAWAN KUMAR who has given his full
effort in guiding me in achieving the goal as well as her encouragement to maintain my progress
in track.

Tushar Arora
BBA 5TH SEMESTER
ENROLLMENT NO.: 06216701720

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INDEX
s.no topic P.NO
Chapter 1 introduction

1 1.1 Introduction 6-10

2 1.2 Objectives 11
3 1.3 Review of Literature 12-16
4 1.4 Research methodology 17-21
5 1.5 Limitations 22-23
Chapter -2
6 1.6 Profile of the organization 25-29
Chapter -3
7 1.7 Analysis and Interpretation of data 32-45
Chapter -4
8 1.8 Conclusion and Recommendations 47-48
9 Bibliography 50-51
10 Annexture 52-53
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CHAPTER – 1
INTRODUCTION

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1.1 Industry Overview

1.1.1 Marketing and Advertising:

Advertising is more powerful than ever. It’s capable of selling stuff that doesn’t just make

money but also the stuff that makes change, Cheil Worldwide’ Malcolm Poynton.

Advertising is a very old form of promotion with roots that go back even to ancient times.

In recent decades, the practices of advertising have changed enormously as new

technology and media have allowed consumers to bypass traditional advertising venues.

From the invention of the remote control, which allows people to ignore advertising on

TV without leaving the couch, to recording devices that let people watch TV programs

but skip the ads, conventional advertising is on the wane. Across the board, television

viewership has fragmented, and ratings have fallen.

Clearly companies need to move beyond traditional advertising channels to reach

consumers. Digital media outlets have happily stepped in to fill this gap. Despite this

changing landscape, for many companies advertising remains at the forefront of how they

deliver the proper message to customers and prospective customers.

1.1.2 Definition

According to American Marketing Association (A.M.A.) –

“Advertising is any paid form of non-personal presentation and promotion of ideas,

products or services by non-individual and identified source (sponsor) to encourage the

public to make use of what is introduced”.

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Advertising establishes a one-way channel of communication, where companies can

broadcast non-personal messaging to a general audience. Unlike other types of marketing

or even public relations, companies have total control over advertising. When a company

pays to place an ad, it has complete control over how the content involved is promoted.

There are countless benefits to a successful advertising campaign. In common practice,

businesses can leverage advertising to:

• Educate customers on the nature of products or services

• Convince customers that products or services are superior

• Improve customer perception of brand or culture

• Generate customer need or want for products or services

• Exhibit new applications for products or services

• Publicize new products or services to potential customers

• Attract new customers to purchase products or services

• Retain the existing customer base

1.1.3 Importance

1. Marketing is an effective way of engaging customers:

It’s important for a business to engage its customers. Marketing is a tool to keep the

conversation going.

Engaging involves furnishing the customers with relevant information about the

products and business as well. It’s all about creating fresh content.

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Social media is one of the best platforms where a company can engage it’s customers.

Some organizations use short videos and other humor-laden tricks to engage their

customer base.

By engaging customers, marketing gives them a sense of belonging.

2. Marketing helps to build and maintain the Company’s Reputation:

The growth and life span of a business is positively correlated to its business’s

reputation. Hence, it’s fair to say its reputation determines its brand equity.

A majority of marketing activities are geared towards building the brand equity of the

company.

Marketers use effective communication, branding, PR and CSR strategies to ensure

that a business’s reputation is maintained.

3. Marketing helps to build a relationship between a business and its

customers:

Segmentation helps the business meet the needs of its customers hence gaining their

trust. The product team ensures the business delivers what’s promised at the right

time. This makes the customers brand loyal.

Loyal customers will have the confidence to buy more products from the company.

The trust and understanding between the business and its customers make commercial

activities more fruitful.

4. Marketing is a communication channel used to inform customers:

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Marketing informs your customers about the products or services you’re offering

them.

Through marketing, the customers get to know about the value of the products, their

usage and additional info that might be helpful to the customers. It creates brand

awareness and makes the business stand out.

5. Marketing helps to boost sales:

Marketing utilizes different ways to promote your products or services. When

customers are happy about your products or services, they become your brand

ambassadors without your knowledge. They will spread the word and your sales will

start to increase.

Types of Marketing:

Today, several common types of marketing include:

Digital Marketing — Digital marketing refers to application of marketing strategies to

electronic communication devices, such as computers or smartphones. Digital marketing

strategies often leverage search engines, email, websites, blogs and other techniques to

reach customers.

Social Media Marketing — A subset of digital marketing, social media marketing uses

social platforms such as Facebook or Twitter to reach potential clients. This style of

marketing allows companies to take advantage of earned media from individuals outside

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of their organization. An evolving part of social media marketing is influencer marketing,

where popular users are compensated for promoting a company’s products or services.

Global Marketing — Between globalization and the internet, some of the world’s

largest companies have developed global brands. Accordingly, global marketing enables

these companies to employ a unified strategy to reach customers at the local, regional,

national and international levels at the same time.

Relationship Marketing — Relationship marketing eschews invasive strategies such as

commercials or ads and relies on customer happiness instead. Relying on strategies that

help retain and satisfy customers, relationship marketing strives to establish a long-time

and loyal client base.

Brand Management — Brand management attempts to create a bond between customer

and a particular company’s brand. To do so, it is necessary to evaluate a company’s

products or services as well as logo, design, packaging and other elements. Brand

management also assesses aspects of the target market, direct competition and existing

customer relationships.

Product Development — Product development is the process of transforming a business

opportunity into a sellable product or service. Development can occur with existing

products or new products. Successful product development involves many marketing

concepts, including identification of client needs as well as market research and analysis.

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2.1 Objectives of Study

2.1.1 To study the impact of social media on customers

2.1.2 To study the effect of social media advertising on brand

image

2.1.3 To analyze effect of social media advertising on buying

decision of users

2.1.4 To study the perspective of consumers on Promotional ads

on social media

2.2 Scope of study

Ascertaining knowledge about the various fundamental

concepts of Social Media Advertising and analysis of Digifuse

and its competitor firms. Analyzing the response of customers

to social media marketing and change in their buying habits as a

result of campaigns done by Digifuse.

The scope of the study is also to know about effects on brand image of
the company.

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Review of Literature

S.NO. Topic Of Research Year Objective Result

s
>>To Analyse the effect of media

interactivity on consumers’ ad Results from a between-

attentionand memory in social media subjects study indicate

Consumer response
advertising that interactivity hurts the
1
towards social media
>>To examine the conditions by which consumer ad reactions. It
advertising: Effect of
the adverse effect of interactivity can also suggests that the
media interactivity, its
2020 bemanaged. rightuse of message
conditions and the
>>To examine the mechanism through relevant aspects can
underlying
which the media interactivity and its mitigate theseadverse
mechanism
conditions develop into consumer- effects.

drivenoutcomes

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Investments on social

paidadvertising are an

affordable and effective

way both to promote

The effect of
To examine the different results and the postgraduate programs
socialmedia
level of success obtained with and create engagement
2 marketing
advertisingcampaigns developed on with prospective students.
activities on brand
2020 Facebook to promote postgraduate Facebook advertisements
awareness, brand
programs to create awareness and maximize visibility, which
image and brand
engagement. improves social and online
loyalty

37

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positioning and

encourages student

recruitment.

As a result of the analysis,

social media marketing

The effect of social >>To examine the effect of social media activities have been found

media marketing marketing activities on brand awareness, as effective factors on

activities on brand brand image and brand loyalty. brand image and brand
3
awareness, brand >>To analyze the effect of brand loyalty, besides it has been
2018
image and brand awareness and brand image on brand determined that the most

loyalty loyalty in this research. obvious effect seen on

brand awareness.

The study ascertained that

social media marketing

communications had a

>>to examine the influence of interactive positive on each attitude

4 social media marketing communications component among

Influence of social
on teenagers’ cognitive, affective and adolescents, but on a
media marketing
behavioral attitude components declining scale, which
communications on
>>the impact of usage (access, length of correlates to the purchase
young consumers’
funnel. The results also
usage, log-on frequency, log-on duration
attitudes
2017 revealed that teenagers
and profile update incidence) and

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demographic (gender, age and population who used social media for

group) variables on young consumers’ long time periods; updated

attitudes toward social media marketing their profiles frequently

communications and were from the Colored

and Black population

groups, displayed the most

favorable attitudinal

responses to social media

marketing

communications.

Marketers increasingly use

social media advertising to

From Online
>>To understand how consumer online promote their products
Motivations to Ad
motivations lead to ad clicks on social and services. Display ads
Clicks and to
media have a prominent presence
5 Behavioral Intentions:
2016 >>the effects of motivations on ad clicks accompanying various
An Empirical Study of
via perceived entertainment and social media feeds. The
Consumer Response to
informativeness values of ads. model was tested and
Social Media
>>the effect of ad clicks on behavioral confirmed with the online
Advertising
intentions to purchase survey data of 613 social

media users.

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>> To investigate and analyze the key The results says that the

factors that affect the effectiveness of Social Media effectiveness

advertisements on Ffacebook, Twitter and leads to Economic

A Study on
other Social Media Channels. Measures (Impact),
6
Effectiveness of Social
>> To find the impact of interaction Influence to Good
Media Advertising in
2016 through these communication among Planning (Influences) and
India
users (with reference to Facebook Market Analytics

andTwitter) (response)

Findings from this

experiment suggest that

consumers' attention to

ads in SNSs is remarkably

low. Furthermore, the

Consumer Response to To understand whether consumer response
interaction between ad
7 Ads in Social Network to ads placed in a social network site
location and the path
Sites: An Exploration (SNS) could be influenced by ad location
significantly influences
into the Role of Ad 2016 and the path through which the ad is
consumers' attitudes
Location and Path delivered
toward the ad, attitudes

toward the brand, and

purchase intention

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Research methodology

2.3 Research Methodology

A research methodology is a way to address the research problem in a systematic and logical

manner. It facilitates the proper application of research operations; thereby making it as efficient

as possible.

2.3.1 Research design

A research design is a step-by-step approach used by a researcher to conduct a scientific study. It

includes various methods and techniques to conduct research so that a research problem can be

handled efficiently.

An impactful research design makes sure the least bias in the data collected and increases trust in

analyzed research information. A research design which leaves the least margin of errors can be

considered the best research design.

Research designs are broadly categorized into two categories:

EXPLORATORY RESEARCH:

An exploratory design is conducted about a research problem when there are few or no earlier

studies to refer to or rely upon to predict an outcome. The focus is on gaining insights and

familiarity for later investigation or undertaken when research problems are in a preliminary

stage of investigation. Exploratory designs are often used to establish an understanding of how

best to proceed in studying an issue or what methodology would effectively apply to gathering

information about the issue.

DESCRIPTIVE RESEARCH:

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As the name implies, it is intended to describe the present status of this type of design that does

not require a hypothesis, to begin with. These analyses are generated from existing data.

It is a fact-finding investigation with educate interpretation. It is the simplest type of research. It

is more specific than explanatory study, as it has focused on particular aspect of the problem

studied it is designed to get her descriptive information and provide information for formulating

more sophisticated studies.

CAUSAL RESEARCH:

Causality studies may be thought of as understanding a phenomenon in terms of conditional

statements in the form, “If X, then Y.” This type of research is used to measure what impact a

specific change will have on existing norms and assumptions. Most social scientists seek causal

explanations that reflect tests of hypotheses. Causal effect (nomothetic perspective) occurs

when variation in one phenomenon, an independent variable, leads to or results, on average, in

variation in another phenomenon, the dependent variable

2.3.2 Data collection

Data collection is the process of gathering and measuring data, information or any variables of

interest in a standardized and established manner that enables the collectors to answer or test

hypothesis and evaluate outcomes of the particular collection.

• Primary data is data originated for the first time by the researcher through direct efforts and

experience, specifically for the purpose of addressing his research problem. The data can be

collected through various methods like surveys, observations, physical testing, mailed

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questionnaires, questionnaire filled and sent by enumerators, personal interviews, telephonic

interviews, focus groups, case studies, etc.

• Secondary data implies second-hand information which is already collected and recorded by

any person other than the user for a purpose, not relating to the current research problem. It is the

readily available form of data collected from various sources like censuses, government

publications, internal records of the organisation, reports, books, journal articles, websites and so

on.

SAMPLING

Sampling is a process used in statistical analysis in which a predetermined number of

observations are taken from a larger population. The methodology used to sample from a

larger population depends on the type of analysis being performed but may include simple

random sampling or systematic sampling.

SAMPLING TECHNIQUES

Probability:

In this sampling method the probability of each item in the universe to get selected for research

is the same. Hence the sample collected through this method is totally random in nature.

Therefore, it is also known as Random sampling

• Simple Random Sampling

• Systematic Sampling

• Stratified Sampling

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• Cluster Sampling

• Area Sampling

• Multi-stage Sampling

Non probability:

In this sampling method the probability of each item in the universe to get selected for research

is not the same. Hence the sample collected through method is not random in nature. Therefore,

it is known as Non-random sampling.

• Judgment sampling

• Convenience sampling

• Quota sampling

• Panel sampling

• Snowball sampling

Descriptive Study was carried out during this study.

Primary data was collected through a questionnaire, addressed to social media users available

(family and friends). The questionnaire was distributed through an online link.

Secondary data was collected through published articles and reports, books, information

collected through websites, internal company records.

Sampling technique used is Convenience Sampling

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Sample unit: A sampling unit is the building block of a data set; an individual member of the

population, a cluster of members, or some other predefined unit. It must be concretely defined as

part of the groundwork for any statistical research or study.

In this Research, sample unit is social media users.

Sample size: Survey was conducted among 114 people.

Responses received: 83

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Limitations of study

• Poor customer relations

Bad customer relations have negative side effects in all

areas of business. Not only the company lose its customers,

also it runs the risk of losing its best employees.

Digifuse is lagging behind in this step as it doesn’t pay

much attention to its customers, don’t plan adequate

marketing strategies to resist losing its’ customer base.

Along with this it would become more difficult for the

company to stand in increasing competition in this digital

time.

• Inexperienced employees

Digifuse has lots of inexperienced employees who lack

stability, they all take up the job without having a clear

vision and switches to companies that offer a better

opportunity.

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23

They also lack the skills and knowledge about the job and are

not usually conversant with the tools or software required to get the

job done which leads to poor quality of work.

Also, they cannot withstand and handle pressure on the job due to lack of
experience.

• Increased Competition

In this digital era, every company is adopting and

implementing new strategies and technologies. Whereas

Digifuse is using its old techniques and facing difficulties in

blending with the changing world.

• Poor time management

Time management is the ability to use the time productively and efficiently.

Digifuse assigned tasks to its interns at the eleventh hour and

because of that interns were not able to perform at their full

potential.

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Chapter 2
Profile of the
organization

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1.2 Profile of Organization

DIGIFUSE

1.2.1 General Information

• Address : Noida, Uttar Pradesh Image 1 : Company logo

• Contact : +91 9803624949

• Website : http://www.digifuse.co.in/

• Email : [email protected]

• Company Size: 11-50 employees

• Founded by: Tushar Bhatia

1.2.2 About the Organization

Digifuse is an organization which blends global digital technologies to help businesses

build their brand presence through our extensive student network.

They provide effective digital marketing solutions by running various campus

activations, user acquisitions and brand awareness campaigns through youth marketing.

They have worked for 100+ brands to promote them through their student network.

They help brands to build up their influencer marketing campaigns with top creators that

deliver engaging social media content for their audience and help to boost up their

product/service.

1.2.3 Mission

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To provide and implement result-oriented advertising and marketing strategies designed

to meet our client’s objectives and requirements.

1.2.4 Services Offered

• User Acquisitions and Engagements: We all need to acquire new customers to make

our products and businesses work. Whether there are a few users paying big bucks or

thousands visiting any platform for free, how to get and retain customers is what is

important.

Customer acquisition is important for businesses of any age and size. It allows a

business to:

1) Make money to meet costs, pay employees, and reinvest in growth

2) Show evidence of traction for outside parties such as investors, partners, and

influencers.

• Sales and Marketing: The digital age has introduced obstacles for sales and

marketing, but it has also opened doors to countless ways to connect with customers. The

internet and social media sites have made this new dynamic a reality for years now. Still,

not all businesses have adapted to accommodate this shift in power. In fact, only 48% of

marketers feel highly proficient in digital marketing.

Digifuse provides all kinds of sales and marketing campaigns which may interest

any organization.

• App Promotions (Reviews/Downloads): Every application on the playstore

requires good user traffic reach along with positive reviews & ratings.

Digifuse form a bridge between client and their target audience and try to engage

them to bring higher user traffic and promotion of their application.

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• Social Media Marketing: We have a dedicated social media activation team

along with the content writers which may provide you excellent engagement in

various posts on all social media platforms.

• Brand Awareness: Digifuse aims to establish and build awareness for company’s

brand, and provide them with a loyal audience that recognizes their brand among

competitors, chooses products time and time again, and recommends their friends

and family do the same.

• Youth Marketing: Digifuse empowers youth to learn, grow and support

themselves. They learn through their peers in the Digifuse network and also, earn

side by side through their representative program.

1.2.5 Partners

❖ INTEGER Innovation

\\\\

Image 2: Partner 1

❖ Picxele

Image 3: Partner 2

❖ DU Assassins

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Image 4: Partner 3

❖ Marcadeo

Image 5:Partner 4

❖ The Rising Bharat

Image 6: Partner 5

❖ The DU Post

Image 7: Partner 6

1.2.6 Clients

• Intern Theory

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• SnapStore

• Top Quiz

• Woo

• TecMaths

• StarPick

• Sattviko

• PharmEasy

• Spartan Poker

• YaDude

• Xapads

• VCommission

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Chapter 3
Analysis and Interpretation
of data

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4.1 About Respondants :

Total sample size 114

Total responses 83
Gender
• 45 Female
• 36 Male
• 1 trans
• 1 prefer not to say

Chart 1
Age
51 responses (61.4%)
27 responses (32.5%)
5 responses (6%)

Chart 2
Occupations
• 74 - students
• 4 - students
• 1 - employed
2 - Service
1 – House wife
1 - Proessional

Chart 3

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Q1. Are you aware of social media?

Options Number of Respondents Percentage

Yes 82 98.8%
No 1 1.2%

Chart 4

Interpretation:

From the above pie chart and table, it has been seen that out of total 83 respondents, 98.8% of the
respondents know about social media, 1.2% i.e., 1 respondent is not aware about social media.

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2. Do you use social media?

Options Number of Respondents Percentage

Yes 82 98.8%
No 1 1.2%

Chart 5

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, 98.8% of the
respondents use social media, 1.2% i.e. 1 respondent does not use social media.

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3. Which of the following social media platform(s) do you use?

Options Number of Respondents Percentage

Facebook 49 59%
Whatsapp 76 91.6%
Instagram 77 92.8%
Twitter 26 31.3%
Snapchat 53 63.9%
Telegram 38 45.8%

Graph 1
Interpretation:
From the above Graph and table it has been seen that out of total 83 respondents,

▪ 49(59%) of the respondents use Facebook

▪ 76(91.6%) of the respondents use Whatsapp
▪ 77(92.8%) of the respondents use Instagram
▪ 26(31.3%) of the respondents use Twitter
▪ 53(63.9%) of the respondents use Snapchat
▪ 38(45.8%) of the respondents use Telegram

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4. How many hours do you spend on social media?

Options Number of Respondents Percentage

Less than 1 hour 12 14.4%
1-3 hours 39 47%
More than 3 hours 32 38.6%

Graph 2

Interpretation:

From the above Graph and table, it has been seen that out of total 83 respondents,

▪ 39(47%) of the respondents use social media for 1-3 hours

▪ 32(38.6%) of the respondents use social media for more than 3 hours
▪ 12(14.5%) of the respondents use social media for less than 1 hour

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5. Do you see any ads/commercials while using social media?

Options Number of Respondents Percentage

Yes 72 86.7%
No 5 6%
Maybe 6 7.3%

Chart 6

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, 72(86.7%) of
the respondents see ads using social media, 5(6%) of the respondents don’t see ads using social
media, and 6(7.3%) of the respondents sometimes see ads using social media.

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6. What kind of ads do you like to see?

Options Number of Respondents Percentage

Personalised ads 46 55.4%
Random ads 35 42.2%
No ads 1 1.2%
None 1 1.2%

Interpretation: Chart 7

From the above Pie-chart and table it has been seen that out of total 83 respondents,

▪ 46(55.4%) of the respondents like personalized ads

▪ 35(42.2%) of the respondents like random ads
▪ 2(2.4%) of the respondents don’t like ads

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7. Which common ad(s) have you seen recently on social media platform? (optional)

50 Responses

About sale on various clothing stores Anime ads

H and M Lenskart
Netflix streaming carnival Clothes
Sony Related to digital marketing, Internships,
Collaborations etc
Cycle agarbati Nykaa
Travel ads Series
Smartphone Amazon flipkart, different jewellers I
Netflix , Myntra, Amazon , etc Zivame
Phones Travelling aesthetics
Clothing brands electronic media
Sponsored ads Shopping website
Promoting accounts Related to cosmetics
Clothing and footwear Earn 1-10k daily
Dresses Gadgets
Closeup Online plant stores , home décor
Commercial ads Idk
Netflix, Aldo, Myntra Laxmi
Clothing ASUS Vivobook Laptops
Don't remember Related to goods I have seen on Amazon for
shopping
Mamaearth Ads for musicians , clothes , shoes etc.
Fitness related Comicsense.xyz
Endorsement ads Product ads related to my recent searches
Coding ads Advertising
Headspace

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8. Do you think that ads on social media are effective?

Options Number of Respondents Percentage

Absolutely 22 26.5%
Sometimes 56 67.5%
Never 5 6%

Chart 8

Interpretation:

From the above Pie-chart and table it has been seen that out of total 83 respondents,

▪ 22(26.5%) of the respondents think that social media ads are absolutely effective
▪ 56(67.5%) of the respondents think that social media ads are effective, but sometimes.
▪ 5(6%) of the respondents think that social media ads are not effective at all

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9. If you like any advertisement, do you follow or check-out more about the ad?

Options Number of Respondents Percentage

Often 29 34.9%
Rarely 47 56.6%
Ignore 7 8.4%

Chart 9

Interpretation:

From the above pie chart and table it has been seen that out of total 83 respondents, (29)34.9% of
the respondents follow-up to know more about the ad, while 47(56.6%) and 7(8.4%) of the
respondents rarely check out and ignore the ads, respectively.

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10. Social media ads are customer oriented.

Options Number of Respondents Percentage

Agree 53 63.9%
Disagree 4 4.8%
Neutral 26 31.3%

Chart 10

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, 53(63.9%) of
the respondents believe that social media ads are customer oriented, 4 respondents disagree with
the statement while 26 respondents have even-handed opinion for it.

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11. Social media advertisements affect buying decision/decision making.

Options Number of Respondents Percentage

Neutral 30 36.1%

Agree 36 43.4%

Disagree 7 8.4%

Strongly Agree 6 7.2%

Strongly Disagree 4 4.8%

Graph 3

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12. Does social media influence you to buy a product/service of your favourable brand?

Options Number of Respondents Percentage

Yes 38 45.8%
No 11 13.3%
Maybe 34 41.0%

Chart 11

Interpretation:

From the above chart and table it has been seen that out of total 83 respondents, 38(45.8%) of the
respondents get influenced through social media ads of their favourable brand , while 34 of them
are not absolutely sure if they believe in the above statement and the rest of the 11 respondents do
not get influenced at all.

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13. How do you feel when you come across a promotional advertisement?

Options Number of Respondents Percentage

Annoyed 9 10.8%
Excited 8 9.6%
Curious 20 10.8%
Neutral 46 55.4%

Graph 4

Interpretation:

From the above Pie-chart and table it has been seen that out of total 83 respondents,

▪ 9(10.8%) of the respondents felt curious for promotional ads

▪ 46(55.4%) of the respondents felt curious for promotional ads
▪ 8(9.6%) of the respondents felt curious for promotional ads
▪ 20(24.1%) of the respondents felt curious for promotional ads

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Chapter 3
Conclusion and
recommendations

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conclusions

Social media is essentially anchored around interactions between

people. It allows personalization of broadcast messages which can be

updated swiftly to keep target audiences acquainted with the rapidly

changing business dynamics of the company.

This study was conducted to analyze and study about the impact of

social media and advertising through social media platforms.

It could be concluded that large number of users are active on various

social media platforms. Therefore, marketing strategies should be

formulated by the marketers according to the consumer needs and

wants to influence them on those platforms to build loyal customers.

Also, social media advertising does influence and affect buying

decisions of customers and has a great impact on brand image of an

organization as it will be the way to impress the targeted customers.

Therefore, customers must feel important and should understand the

need of the product/services offered by the organization.

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RECOMMENDATIONS

After studying above data analysis and findings of the survey, examining consumer
responses about social media advertising lots of information and reviews are
gained.
The observations and suggestions provided by the researcher will help the
company to survive in highly competitive market. Through this the company will
get the idea of areas which requires improvement and innovations.
Following are the recommendations the company could consider:
• Company must figure out which tasks or activities will deliver the best
returns. That way, it can prioritize these over less important tasks.
• The company should improve its security protocols and work upon
building trust among its customers so that they are not hesitant towards
using the services provided by Digifuse.
• The company should train its employees so that they can influence its
customers through new strategies and plans.
• Digifuse should adopt and implement the technological advancements to
stay relevant among highly competitive social media marketing.
• It should spread its social media reach on various platforms so that other
companies will also get to know about the brand promotion services
provided by the company.
• The company should also invest in providing training to its employees
even to its intern to improve work standards.
• Digifuse should motivate its employees by providing good incentive
plans and also acknowledging them for doing something right rather
than pointing out what they are doing wrong.

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BIBLIOGRAPHY

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Citations

Bisaria, Gaurav. (2011). Overview of advertisement as a subject or advertising as a course in

Management Colleges or Universities. Business Review. 5.

BİLGİN, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON

BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business &
Management Studies: An International Journal, 6(1), 128-148.

Oke, A. O., Kamolshotiros, P., Popoola, O. Y., Ajagbe, M. A., & Olujobi, O. J. (2016).
Consumer behavior towards decision making and loyalty to particular brands. International
Review of Management and Marketing, 6(4S), 43-52.

Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions:
An empirical study of consumer response to social media advertising. Psychology &
Marketing, 33(3), 155-164.

Sreejesh, S., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media
advertising: Effect of media interactivity, its conditions and the underlying
mechanism. International Journal of Information Management, 54, 102155.

Duffett, R. G. (2017). Influence of social media marketing communications on young

consumers’ attitudes. Young Consumers.

Bang, H. J., & Lee, W. N. (2016). Consumer response to Ads in social network sites: an
exploration into the role of Ad location and path. Journal of Current Issues & Research in
Advertising, 37(1), 1-14.

Alalwan AA (2018) Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management 42: 65-77

Kumar A, Bezawada R, Rishika R, Janakiraman R, Kannan PK (2016) From social to sale: The
effects of firm-generated content in social media on customer behavior. Journal of Marketing 80:
7-25.

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References

https://www.researchgate.net/publication/270529586_Overview_of_advertisement_as_a_sub
ject_or_advertising_as_a_course_in_Management_Colleges_or_Universities

https://courses.lumenlearning.com/suny-hccc-marketing/chapter/reading-advertising/

https://buffer.com/social-media-marketing

https://www.sfwpexperts.com/inbound-marketing-series-what-is-social-media-marketing-
smm-5-core-pillars-of-social-media-marketing/

https://in.linkedin.com/company/thedigifuse

http://www.digifuse.co.in/

https://www.ama.org/pages/marketing-vs-
advertising/#:~:text=In%20basic%20terms%2C%20marketing%20is,is%20a%20component
%20of%20marketing.

https://www.business2community.com/marketing/why-is-marketing-important-9-reasons-
why-you-really-do-need-it-02186221

https://ascholarship.com/research-design-types-and-research-method/

http://notesmagic.blogspot.com/2015/08/brand-awareness-brand-identity-brand_23.html

http://notesmagic.blogspot.com/2015/08/brand-awareness-brand-identity-brand_23.html

https://www.scribbr.com/methodology/sampling-methods/

https://clootrack.com/knowledge_base/how-does-social-media-influence-consumer-behavior/

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ANNEXURE – I
i Are you aware of social media? *
i Yes
ii No

ii Do you use social media? *

i Yes
ii No

iii Which of the following social media platform(s) do you use?

1) Facebook
2) Whatsapp
3) Instagram
4) Twitter
5) Snapchat
6) Telegram

iv How many hours do you spend on social media? *

i Less than 1 hour
ii 1-3 hours
iii More than 3 hours

v Do you see any ads/commercials while using social media? *

i Yes
ii No
iii Maybe

vi What kind of ads do you like to see? *

i Personalised ads
ii Random ads
iii Other:

vii Which common ad(s) have you seen recently on social media platform?

viii Do you think that ads on social media are effective? *

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i Absolutely
ii Never
iii Sometimes

ix If you like any advertisement, do you follow or check-out more about the ad? *
i Often
ii Rarely
iii Ignore

x Social media ads are customer oriented. *

i Agree
ii Neutral
iii Disagree

xi Social media advertisements affect buying decision/decision making. *

i Strongly disagree
ii Disagree
iii Neutral
iv Agree
v Strongly agree

xii Does social media influence you to buy a product/service of your favourable brand? *
i Yes
ii No
iii Maybe

xiii How do you feel when you come across a promotional advertisement? *
i Annoyed
ii Excited
iii Curious
iv Neutral

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