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Minor Project

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chirag Pulastya
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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TECNIA INSTITUTE OF ADVANCED STUDIES

NAAC ACCREDITED GRADE “A” INSTITUE

PROJECT REPORT (BBA 114)

PROJECT REPORT ON

THE IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER PURCHASE DECISION

Submitted in partial fulfilment of the

requirements For the award of degree of

BACHELOR OF BUSINESS ADMINISTRATION

TO

Guru Gobind Singh Indraprastha University, Delhi

Submitted by Submitted to
Tushar Sharma Dr. Jyoti Tripathi

BBA 2st Semester Assistant Professor

Division B(Morning) (management department)

Roll No-13117001722

Session 2022 – 23
TECNIA INSTITUTE OF ADVANCED STUDIES NAAC ACCREDITED GRADE “A”
INSTITUTE

Project Report (BBA 114)

To Whom It May Concern

I , Enrolment No. from BBA-II Sem, Shift of


the Tecnia Institute of Advanced Studies, Delhi hereby declare that the Project Report (BBA-114 )
entitled
at is an original work and the same has not
been submitted to any other Institute for the award of any other degree. A presentation of the
Project Report was made on _ and the suggestions as approved by the
faculty were duly incorporated.

Date: Signature of the Student

Certified that the Project Report submitted in partial fulfillment of Bachelor of Business
Administration (BBA) to be awarded by G.G.S.I.P. University, Delhi by
, Enrolment No. has been completed under my
guidance and is Satisfactory.

Date: Signature of the Guide

Name of the Guide:

Designation:
ACKNOWLEDGEMENT

Many people assisted me in successfully finishing this project. I want to thank everyone involved
in this initiative. I’d like to thank my ECONOMICS TEACHER Dr. Jyoti Tripathi, who helped
me learn a lot about this project. Her ideas and comments aided in the completion of this project.

I am grateful to the college administration for providing me with such a significant chance. I
believe I will participate in more such activities in the future. I guarantee that this project was
created entirely by me and is not a forgery.

Finally, I’d like to express my gratitude to my parents and friends for their excellent comments
and guidance during the completion of this project.
TABLE OF CONTEXT

Certificate………………………………………………………………………………………...
1Acknowledgment……………………………………………………………………………….
..2 Executive Summary................................................................................................................3
Chapter 1......................................................................................................................................4
Chapter 2....................................................................................................................................24
Chapter 3....................................................................................................................................33
Chapter 4....................................................................................................................................37
Chapter 5....................................................................................................................................52
Bibliography...............................................................................................................................54
Annexure-
Questionnaire...............................................................................................................55
Executive Summary

The goal of this paper is to research empirically the role of social media in consumers' decision-
making processes. A quantitative survey investigates up to what degree experiences are altered
by the use of social media. Customer sentiments on items and administrations are currently
progressively overwhelmed by outsiders in advanced spaces, which thusly impact conclusions
in the disconnected space. Web-based social networking has engaged purchasers, as advertisers
have no control over the substance, timing, or recurrence of online discussions among shoppers.
Results show that social media usage influences consumer satisfaction in the stages of
information search and alternative evaluation, with satisfaction getting amplified as the
consumer moves along the process towards the final purchase decision and post-purchase
evaluation.
CHAPTER- 1
INTRODUCTION

A study based on the decision process of consumers for purchases widely influenced by social
media. Internet-based life has involved a significant situation as a specialized device. Individuals
over the globe utilize online life to interface with others or associations. Individuals have a great
deal of associations via web-based networking media, in this manner data is devoured by
numerous individuals. This data turns into a wellspring of effect on shoppers and their
purchasing conduct. From all around the world people begun to utilize online networking, for
example, Facebook, Twitter, Instagram, and LinkedIn to share their encounters. As clients,
individuals share item audits, data about a help, exhortation on food or wellbeing, admonitions
about items, tips on utilizing certain items, and substantially more. In the course of the most
recent decade, the World Wide Web has seen a multiplication of client-driven web
advancements, for example, web journals, informal communities, and media sharing stages.
By and large, called web-based life, theseinnovations have empowered the development of
client created content, a worldwide network, and the distribution of shopper feelings.

Consumers

Any individual who purchases products or services for his/her personal use and not for
manufacturing or resale is called a consumer. A consumer is the one who decides whether or not
to buy an item at the store or someone who is influenced by advertisement and marketing.
They are the end-users in the distribution chain of goods and services. Buyers are the people
who buy the product or service and might or might not use it. The person who ultimately uses
the product or service is the consumer. A consumer is the one for whom the services or products
are ultimately designed for.

Consumer Decision Process

Consumers are individuals that purchase or consume products and services that are offered to
them. The consumer buyingbehaviour can be mysterious and complex at times. The openness
and straightforwardness of data have significantly impacted the dynamic procedure, along these
lines, it is critical to at what are the obstacles and fiction focus that hold possibilities turning out
to be buyers or keep buyers dithering from repurchasing. Hence, the consumer
decision-making process shows the critical aspects of individual consumption behaviour.
(Sternthal and Craig 1982)

Consumer behavior can be classified into five stages –

1.Problem recognition
2.Search of information
3.Evaluation of alternatives,
4. Final decision
5. Post-purchase decisions.

1. Problem recognition
Problem recognition takes place whenever a consumer recognizes a significant difference
between the desired and the actual state of affairs, which is insufficient magnitude to arouse and
activate the decision process (Solomon, Bamossy and Askegaard 2002).At the point when an
individual is activated remotely, for example, an individual may see a TV notice for a get-away,
the upgrades triggers musings or thoughts regarding the chance of making. Once consumers
recognize a want, they need to gather information to understand how they can fulfil that want,
which leads to step 2.

2. Search of Information
The last buy choice won't be made without a moment's delay, in any event, when people
recognize, perceive their issues, and focus on the accessible items; similarly, when possibilities
have a certain enthusiasm for an item or administration, they will in general experience the
accompanying strides before completing any activity – recognizing accessible choices,
considering data of chose alternatives, and in the end judging which of these choices can no
doubt convey the best result. While inquiring about their choices, purchasers again depend on
inside and outside elements, just as past associations with an item or brand, both positive and
negative. In the search of information, they may peruse through alternatives at a physical area or
counsel online assets, for example, Google or client audits.

3. Evaluation of alternatives
When data has been gathered, the customer utilizes it to assess and survey the elective item
decisions to show up at a buy choice. The elective assessment and data search stages, however,
introduced independently, are unpredictably interlaced during dynamic, and shoppers
frequently move to and fro between the two. Elective assessment includes the determination of
decision options and evaluative measures. When decided, the exhibition of the considered
decisions
is thought about along the notable rules, lastly, choice standards are applied to limit the choices
to make the last determination. This stage prompts the arrangement of convictions, perspectives,
and goals, prompting the resulting phase of the procurement. The alternative that is simpler to
use or arrange, or what is preference of the majority or various other reviews and experiences
matters in the evaluation.

4. Final decision
Purchase choice alludes to the last decision or choice made with respect to which item to
purchase.. The act of purchase is the last major stage, with the consumer deciding on what
to buy, where to buy, and how to pay. Purchase is a function of intentions, environmental
influences and individual situations. Some of the influences that can affect the purchase
action include the time available for decision making, information availability, and the retail
environment. The attitude of family and friends, and unanticipated circumstances such as product
availability (size, colour) and stock-outs may also force a re-evaluation (Kotler and Armstrong,
2014).
5. Post-purchase decisions
After consumption, the consumer then experiences certain levels of satisfaction or dissatisfaction
and evaluates the wisdom of the choice made in selecting the alternative. Two potential
outcomes are derived from this phase – satisfaction or dissonance. When consumer
experiences dissonance towards the purchase, the choice is ‘devaluated’ and the consumer
begins the process of searching,obtaining information and evaluating other options for future
buying decision, in which triggers new behaviour. (Sternthal and Craig 1982). In this part the
process involves initiative from both buyer and seller where the expectations of the buyer had to
be met perfectly by the product and seller has to ensure future engagement and repurchase by the
buyer.

SOCIAL MEDIA

Social Media can be defined as a group of Internet-based applications that are built on the
ideological and technological foundations of the Web and that allow the creation and exchange
of user-generated content. Social media is accessible and enabled by scalable communication
techniques. As social media become more and more prevalent, connecting people and
facilitating the exchange of information, consumer behaviour is shifting. Through social media,
consumers now can easily watch an interesting advertisement on YouTube, while posting their
own opinions on Twitter and sharing it with friends on Facebook. Social media differ from
paper- based media (e.g., magazines and newspapers) and traditional electronic media such as
Radio, TV in many ways, including quality frequency, interactivity, usability, and performance.

Types of Social Media

In this discussion regarding different categories of social media, 4 distinct types of social media
outlets are focused on:
1) Social networking sites
2) Social news Website
3) Media sharing Sites
4) Blogs
Each of these social media platforms unique features.

1. Social networking sites

A social networking site is an online platform that people use to build social networks or social
relationships with other people who share similar personal or career interests, activities,
backgrounds, or real-life connections.

Interpersonal interaction locales, as a rule, have another client input a rundown of individuals
with whom they share an association and afterward permit the individuals on the rundown to
affirm or some interpersonal interaction sites like LinkedIn are utilized for setting up proficient
associations, while destinations like Facebook ride the line among
private and expert.
2. Social news Website

Social news websites are communities that encourage their users to submit news stories, articles,
and media and share them with other users. These stories are ranked based on popularity, as
voted on by other users of the website. Users and comments and share these stories too.

3. Media sharing sites

A site that empowers clients to store and offer their interactive media records (photographs,
recordings, music) with others. The media is played/seen from any Web program and might
be specifically accessible by means of a secret key or to the overall population.

Social Media and Marketing

According to Weinberg (2009), he refers social media marketing as leveraging the ‘social’
through the ‘media’.
services or products through different social media channels to attract a larger amount of people
that may not have been available via traditional way of advertising. The advertisements via mass
media are no longer as efficient as they were in the past. Social web is a place where people with
common interests gather to share ideas, information, thoughts etc. Through the channel of social
media marketers can listen and respond to communities, take feedbacks and promote their
products or services. What makes social media marketing special? Small and medium sized
companies with small budgets can take full advantage of social media marketing when they have
insufficient funds to use the traditional way of marketing. Even though social media marketing
is an evolving concept, the basic idea of marketing remains the same which is to target the
section of the population, communicating with prospects, building loyalty and so on.

WAYS TO GROW SALES

Influencer marketing

Influencer marketing is a form of marketing in which businesses partner with individuals who
have a large following on social media platforms to promote their products or services. These
individuals, known as influencers, have the ability to reach a large audience and shape consumer
perceptions and attitudes towards brands. As a result, influencer marketing has become an
increasingly popular and effective tool for businesses and marketers looking to reach and engage
consumers.

Influencer marketing is particularly effective for reaching younger consumers, who are more
likely to be influenced by social media influencers than by traditional forms of advertising.
Research has shown that consumers are more likely to trust the opinions of individuals they
follow on social media than those of the brands themselves (Kim & Ko, 2016). This is because
influencers are perceived as more authentic and relatable than traditional celebrities, making it
easier for them to connect with their audience and build trust.
Influencer marketing can also be an effective way for businesses to increase brand awareness and
build brand loyalty. By partnering with influencers to promote their products, businesses can
reach a large audience and increase visibility for their brand. Influencer marketing can also help
to increase consumer engagement and encourage social sharing, which can further increase brand
awareness. Additionally, influencer marketing can be used to target specific demographics and
reach consumers at different stages of the purchasing process.

There are different types of influencer marketing campaigns, such as:

Sponsored content: Influencers create and post content that features the brand's products or
services.

Giveaways and contests: Influencers run giveaways and contests on their social media accounts
and ask followers to participate by using a specific hashtag or tagging the brand.

Product reviews: Influencers review a brand's products or services on their social media accounts
and share their honest opinions.

It's important to note that not all influencer marketing campaigns will be successful, and that
businesses should carefully consider their goals and target audience when choosing which
influencers to partner with. In addition, businesses should ensure that influencer campaigns align
with their overall marketing strategy and values, and that influencer partnerships are disclosed to
the audience as per the guidelines from the Federal Trade Commission.

In conclusion, influencer marketing is a powerful tool for businesses and marketers looking to
reach and engage consumers. By partnering with social media influencers, businesses can
increase brand awareness, build brand loyalty, and drive sales. However, businesses should
carefully consider their goals and target audience when choosing which influencers to partner
with, and ensure that influencer campaigns align with their overall marketing strategy and
values. Additionally, businesses should disclose influencer partnerships as per the guidelines
from the Federal Trade Commission.

Brand storytelling

Brand storytelling is a marketing strategy that involves using narratives to connect with
consumers on an emotional level and create a positive image for a brand. Through brand
storytelling, companies aim to create an emotional connection with their audience, build brand
loyalty, and differentiate themselves from their competitors.

Brand storytelling can take many forms, such as videos, images, podcasts, articles, and social
media posts. The key is to create a narrative that is relatable and engaging for the target
audience, and that aligns with the company's values and mission. By telling a compelling
brand story,
companies can create an emotional connection with their audience and build trust, which can
lead to increased brand loyalty and sales.

One of the most important aspects of brand storytelling is authenticity. Consumers can spot a
fake story a mile away, so it's essential that the brand story is true and honest. Companies should
focus on telling their own unique story and avoid copying other brands. Additionally, it's
important to be consistent with the brand story over time, and to ensure that all of the company's
communication, whether it be on the website, social media, or in person, aligns with the brand
story.

Brand storytelling can also be used to reach specific demographics and consumers at different
stages of the purchasing process. For example, a company can use brand storytelling to create
awareness about their brand among potential customers who are in the early stages of the
purchasing process, and to build brand loyalty among existing customers.

Additionally, brand storytelling can be used to differentiate a company from its competitors. By
telling a unique and compelling brand story, a company can differentiate itself from its
competitors and create a positive image that sets it apart in the minds of consumers.

Social media has become a powerful tool for brand storytelling. Platforms such as Facebook,
Instagram, and Twitter provide companies with a wide reach, and allow them to share their brand
story with a large audience in a visual, interactive and engaging way. Moreover, companies can
use social listening tools to monitor and respond to customer feedback, which can help to further
build trust and loyalty among customers.

In conclusion, brand storytelling is a powerful marketing strategy that can be used to connect
with consumers on an emotional level, build brand loyalty, and differentiate a company from its
competitors. By creating authentic and compelling brand stories, companies can increase brand
awareness, drive sales, and create a positive image for their brand. Social media has become a
powerful tool for brand storytelling, allowing companies to share their brand story with a wide
audience in a visually engaging way. Moreover, companies should be consistent with their brand
story over time and use social listening tools to monitor and respond to customer feedback,
which can help to further build trust and loyalty among customers.

Product launches and promotions

Product launches and promotions are marketing strategies that businesses use to introduce new
products or services to the market and drive sales. These strategies can take many forms, but the
goal is to generate buzz and excitement around the product and encourage consumers to make a
purchase.
Product launches are an effective way for businesses to increase brand awareness and build
excitement around a new product. By creating a sense of exclusivity and urgency around the
launch, businesses can generate buzz and encourage consumers to make a purchase. This can be
done through social media campaigns, email marketing, and events such as product launch
parties. For example, a soft drink company could launch a new flavor and use social media to
showcase the new product, and give a sneak peek of the new product to influencers and key
opinion leaders.

Promotions are another effective way to drive sales, and can take many forms such as discounts,
coupons, and buy-one-get-one-free offers. Promotions can be used to increase sales of a specific
product, or to drive traffic to a physical or online store. For example, a soft drink company could
run a promotion where customers can buy a product and get a second one for half price.

Promotions can also be used to increase brand loyalty by rewarding customers for their loyalty.
For example, a soft drink company could run a promotion where customers can earn points for
each purchase they make and redeem them for discounts or free products.

Social media is a powerful tool for product launches and promotions. Companies can use social
media platforms such as Facebook, Instagram, and Twitter to reach a large audience, create buzz
and excitement, and drive sales. Social media can be used to showcase new products, run
promotions and contests, and engage with customers. Social media advertising can also be used
to target specific demographics and reach consumers at different stages of the purchasing
process.

In conclusion, product launches and promotions are effective marketing strategies that businesses
use to introduce new products or services to the market, and drive sales. Product launches can be
used to increase brand awareness and build excitement around a new product, while promotions
can be used to increase sales of a specific product, drive traffic, and increase brand loyalty.
Social media is a powerful tool for product launches and promotions, allowing businesses to
reach a large audience, create buzz and excitement, and drive sales. Businesses should be
creative in their approach and make sure that the promotion aligns with their overall marketing
strategy and values.

User-generated content

User-generated content (UGC) is any form of content that is created and published by
consumers, rather than by the brand or business. This can include text, images, videos, and more.
UGC is becoming an increasingly popular marketing strategy for businesses, as it can be used to
increase brand awareness, build trust, and drive sales.

One of the main benefits of UGC is that it is perceived as more authentic and trustworthy than
traditional forms of advertising. Consumers are more likely to trust the opinions and experiences
of other consumers than those of the brand or business. This is particularly true for younger
consumers, who are more likely to be influenced by their peers than by traditional forms of
advertising.
UGS can be used to increase brand awareness and build trust by encouraging customers to share
their experiences with a brand or product on social media. For example, a soft drink company
could encourage customers to share photos of themselves enjoying the product on Instagram
using a specific hashtag. This can help to increase visibility and exposure for the brand and
create a sense of community and connection among customers.

UGS can also be used to drive sales by encouraging customers to share their positive experiences
with a brand or product. By sharing positive reviews, testimonials, and social proof, customers
can help to build trust and credibility for the brand, and increase the likelihood of a purchase.

UGS can also be used to gather customer feedback and insights. By monitoring UGC, businesses
can gain valuable insights into what customers like and dislike about their products or services,
which can help to improve products, packaging, and overall customer service.

Social media is a powerful tool for UGC, as it allows businesses to reach a large audience and
encourages customers to share their experiences with a brand or product on various platforms.
For example, a soft drink company could use Instagram or Twitter to encourage customers to
share photos of themselves with their products and use specific hashtags, this can help to
increase visibility and exposure for the brand.

In conclusion, user-generated content (UGC) is a powerful marketing strategy that can be used to
increase brand awareness, build trust, drive sales, and gather customer feedback and insights.
UGC is perceived as more authentic and trustworthy than traditional forms of advertising and
can help to increase visibility and exposure for the brand, create a sense of community and
connection among customers, build trust and credibility for the brand, and improve products and
customer service. Social media is a powerful tool for UGC, as it allows businesses to reach a
large audience and encourages customers to share their experiences with a brand or product.
Businesses should create a strategy and guidelines for UGC to ensure that the content aligns with
their overall marketing strategy and values, and that it is used in a way that is compliant with
relevant laws and regulations.

Social media advertising

Social media advertising is the process of using social media platforms to promote products,
services, or brands to a target audience. Social media advertising has become an increasingly
popular and effective way for businesses to reach and engage consumers, as it allows businesses
to target specific demographics and reach consumers at different stages of the purchasing
process.

One of the main advantages of social media advertising is its ability to target specific
demographics. Businesses can use social media advertising to reach consumers based on a wide
range of criteria, such as age, gender, location, interests, and behaviors. This allows businesses to
focus their advertising efforts on the specific demographics that are most likely to be interested
in their products or services.

Social media advertising can also be used to reach consumers at different stages of the
purchasing process. For example, businesses can use social media advertising to create
awareness about their brand among potential customers who are in the early stages of the
purchasing process, and to build brand loyalty among existing customers.

Social media advertising can take many forms, such as image, video, carousel and story ads,
sponsored posts, and sponsored live videos. Each platform has its own set of ad formats and
targeting options, so it's important to understand the features and capabilities of each platform.
For example, Facebook and Instagram offer a variety of ad formats, including photo, video,
carousel, and story ads, whereas Twitter and LinkedIn are best for image and text-based ads.

Social media advertising is also cost-effective and can be used to reach a large audience.
Businesses can set a budget for their advertising campaigns and only pay for the ad when it is
viewed or clicked on. This allows businesses to reach a large audience without breaking the
bank, and also allows them to track the performance of their ad campaign, and make adjustments
as necessary to optimize results.

In conclusion, social media advertising is a powerful tool for businesses to reach and engage
consumers. It allows businesses to target specific demographics and reach consumers at different
stages of the purchasing process, and it is cost-effective and can be used to reach a large
audience. Businesses should understand the features and capabilities of each platform, create a
strategy and guidelines for social media advertising, and track the performance of their ad
campaigns to optimize results. Additionally, businesses should comply with the guidelines of
each platform and the rules of the Federal Trade Commission to disclose sponsored content.

OBJECTIVE OF THE RESEARCH

The main Objective behind this research is to find how the social media helps the company to
attract customer and influence the demand of the customer. The aim of the research is to
understand the physiology of the customer and how social media help to influence ihe demand
of the customer by influencing them .
CHAPTER-2

LITERATURE REVIEW
The use of social media is a trend in the 21century. Internet based messages have started
influencing different aspects of consumer decisions, the buying behaviour, evaluation,
communication with brands etc.

The advent of social media in forms similar to Twitter and Facebook are beginning to
have large implications on business practices and academic literature alike. Over the last few
years, many academic research papers have investigated the role of social media in the business
world. Twitter has been analysed to look at the role it plays in a variety of marketing areas to
include helping brand and promote businesses (Greer and Ferguson 2001). In order to increase
their profitability, companies now need to focus on enhancing their understanding of their
customers (Karimi, 2015). As Grant (2007) mentioned, traditional distribution channels have
suffered as consumers now use online purchasing due to easier access to product/service
information. Companies use customer centric approach to create a social network and interact
with all of their target group. Changing the traditional approach marketing is now based on
interactions. Consumers’ motivations to join social networks have been identified, analysed and
supported by several studies. Consumers have been recognized to join social media in order to
get some type of information and request for help; to improve their skills and knowledge about
certain product or service. Members feel identified with the symbols and meaning that the brand
stands for; but also to share their passion and feel gratification from participating in the
community (Shao, 2009, Park et al., 2009, Brodie et al., 2011a, Zaglia, 2013). Social media can
now provide with additional and vast information about any product and brand to various people
with different opinions.

There are a number of social platforms that have facilitated information sharing. For instance,
Wikipedia, a free online encyclopaedia, is one of the most popular platforms and has the facility
for users to collaborate on information sharing (Chen et al. 2011a). Other platforms with the
ability to generate reviews and ratings, such as Amazon, com, enable customers to review and
rate products. In addition, members of these platforms are cooperatively interdependent (Chriset
al. 2008). By using social media, consumers can create content and offer valuable advice to
others (Füller et al. 2009). This new development has seen online communities and an electronic
network of individuals emerge on social platforms where members share information globally
and quickly (Molly McLure& Samer 2005). People before taking any decision regarding
purchase of a product or service tends to refer online comments ad reviews nowadays. With
trend of online ordering the reviews of other people matter a lot for people to get insight and real
view of how the product actually is without physically having the product with them. With the
rise in social networks, a new era of content creation has emerged, where individuals can easily
share experiences and information with other users (Chen et al. 2011a). The next generation of
online businesses will be based on communities - a good tool for new customer attraction
(Bagozzi& Dholakia 2002; Ridings & Gefen 2004).

Online communities offer an opportunity to organisations to have a better customer relationship


management system (Ridings & Gefen 2004), for instance, giving rise to a new development
where businesses can improve 389 A study of the impact of social media on consumers
performance. Moreover, on those platforms where consumers have social interaction, members
can become familiar with one another, providing a possible source of trust (Lu et al. 2010).
This the role of influencers and celebrity comes in promotion of a brand online. There are
celebrity endorsements which influences people to go towards a particular brands, celebrities
and influencers play a very important role in online
promotion.(Chen et al. 2011a).

There are a number of social media that facilitate these activities, such as Wikipedia,
Facebook, YouTube and Twitter. Individuals apply different social media tools, such as online
forums and communities, recommendations, ratings and reviews, to interact with other users
online. In fact, individuals are attracted online to exchange information and receive
social support (Ridings & Gefen 2004). Web-based life involves correspondence sites that
encourage relationship framing between clients from assorted foundations, bringing about a
rich social structure. The client produced content energizes requests and dynamics.

Reviews are one of the key areas that have emerged from social media. Customer reviews are
widely available for products and services, generating great value for both consumers and
companies (Nambisan 2002). In fact, consumers are actively encouraged by firms to rate and
review products and services online (Bronner & de Hoog 2010). These activities produce
electronic word of mouth. This word of mouth, produced through social media, helps
consumers in their purchasing decisions (Pan &Chiou 2011).

Marketers could consider that social media does influence buying behaviour. According to the
recommendations on purchases, 59% of all respondents were using Facebook as their social
media tool when they received a product recommendation. Thirty seven percent of all users
were using Twitter. From these results, social media has influenced their buying behaviour.

The relationship between social media and consumer decision-making present that social media
affects advertising
making, but might possess a mediating effect (Taining, 2012). Social media can build
brand attitudes that affect buying behaviour. The good image of brand or product can lead
the consumer to make decision on their purchases. When
sources affect both consumer brand attitudes and purchasing intention (Yang, 2012). Any
brand that has a good image on social media gets a higher benefit and consumers prefer that
brand.
Marketers sometimes get involved in doing negative publicity for competitors brand to decrease
their market value and attract customers towards them. Social media is not only for advertising,
but it can also be a tool for brands or services to connect with their consumers. Another study
shows that social media allows consumers and prospective consumers to communicate directly to
a brand representative. Since most consumers are using the social media as tool to search and
purchase items, brands or services use this advantage to advertise their products. The online
consumer is a booming market worldwide, however it is giving a globalized level of
segmentation cross-culturally (Vinerean, Cetina&Tichindelean, 2013). Interpersonal
organizations are currently a significant piece of each showcasing methodology, and the
advantages of utilizing online life are extraordinary to such an extent that anybody not
actualizing this savvy asset is passing up a marvellous promoting opportunity. It's anything but
difficult to see that web-based life showcasing is a key component for accomplishment in
promoting and numerous advertisers understand the potential for business development utilizing
the stage.

main gratifications or motives for using the Internet as a medium, namely, information,
entertainment, and social aspects (Heinonen, 2011). The motivation is in two main
groups: rational motives, such as knowledge-sharing and
advocacy, and emotional motives, such as social connection and self-expression
(Krishnamurthy & Dou, 2008). Purchasers' exercises in internet based life have been
discovered dependent on buyers' lead on the web. These days shoppers are utilizing Internet as
their apparatuses to accomplish their inspirations. Their inspiration could be associated
with their old companions, business, or surveys to help their dynamic. Audits via web-based
networking media become recycled assets to bolster purchaser's dynamic since they need they
need an incentive from their dollar. Surveys on web based life influence to costly things, yet in
addition modest things also. Individuals can see the surveys on beautifiers, books, vehicles,
lodgings, or even nail shines. Those surveys can rouse buys or on the other hand bolster
shoppers dynamic by make it increasingly sensible to spend the cash on it.

of studies or careers such as political or juror impartiality and fair trials too. In context of
justice system, the easily accessible nature of the Internet has results in jurors having the ability
to consult an online social media source in order to aid their decision-making and deliberations
(Simpler, 2012). Online life is one of the most cost-effective computerized showcasing
strategies used to coordinate substance and increment your business' permeability. Executing
a web based life procedure will significantly expand your image acknowledgment since you will
be drawing in with a wide crowd of purchasers.

amounts and types of information sources have been used (Fodness, & Murray, 1977). Many
studies have found that many travellers used social media as a guideline for their trip.
Reviews of places, hotels, transportation, food, or restaurants could have large effects on
traveller’s decisions. Travel organizations and businesses have used social media
as a communication tool for their audience by posting travel information; uploading photos,
warnings, advice, or sharing personal traveller reviews. Those things can influence trip's
decisions and even create future trip destination impressions. Fifty-eight percent of U.S. online
travel used ratings for their travel information: 49% of them checked reviews and
recommendations: 18% used photos and friends’ social network sites: 12% read blogs: and
5%watched videos (eMarketer, 2007).

participating in social media activities are usually in communities and appear to be


socially influenced by the community group members. Social influence is defined as the degree
to which a person believes that person to perform a particular behaviour (Venkatesh, Speir, &
Morris, 2002).The utilization of online life in movement arranging
impacted expanding real travel experience offering conduct and the experience to web based life
likewise emphatically identified with real travel-experience sharing via web-based networking
media. These outcome detailed that with expanded apparent delight, the utilization of internet
based life increment as a source in movement arranging, and level of involvement in
internet based life has a positive effects on sharing travel encounters via web-based
networking media.

engage in an unending loop of sharing information, monitoring updates, and requesting opinions
and ratings on all kinds of products, services and activities (Ashman et al., 2015). The quality of
online product reviews, characterised by perceived informativeness and persuasiveness, together
with the perceived quantity of reviews, are found to have a significant positive influence on
consumers’ purchase intentions (Zhou et al., 2013; Zhang et al., 2014). People tend to trust and
believe on the online information more than the corporate communications and advertisements.

Riegner (2007) explained that everyday customers are increasing their role in the commercial
marketplace, while using internet as a tool for interpersonal communication and commercial
implications. Alsubagh (2015) explained that internet is part of the everyday lives of world
population affecting a new form of communication through social networking sites. Internet
offers opportunities for receiving pre and post-purchase information. Its main advantage is
the amount of information available and freedom from physical contact (Jepsen, 2007).
According to Hajli (2014), availability of internet has provided individuals with the
opportunity to use social networks, such as Twitter and Facebook, to interact without the need
for physical meetings. Through social networks, companies can increase brand
awareness, positive word-of-mouth, sales, and generate greater support. According to Nolcheska
(2017) these social media platforms have enabled a two-way flow of information that allow
companies to influence the purchasing decision of targeted groups. With expanded permeability,
your business acquires open doors for change. Each blog entry,
picture, video, or remark may lead watchers to your organization's site and increment
traffic. Web-based social
networking advertising permits your business to give a positive impression through an adaptation
factor. Jackson (2009) said that another area of modelling network interaction concerns how
network impact behaviour. Also,
the problem recognition, searching of relevant information, evaluation of alternatives, final
purchase decision, and post purchase satisfaction.

According to Dellarocas (2002) Digital Marketing has allowed individuals to make their personal
thought accessible to other community of Internet users. Members of a certain community can,
without any cost, submit their opinions

difference to a decade ago, when people would base their decisions on advertisements or
other advice from professionals, now they increasingly rely on reviews or opinions posted on
online systems. Each client collaboration on your business' internet based life accounts is a
chance to openly exhibit your empathy for your clients. Regardless
of whether an individual has an inquiry or a grumbling, web based life permits you to address
the issue utilizing
relational discourse. A brand gave to consumer loyalty that sets aside the effort to create
individual messages will intrinsically be seen in a positive light, regardless of whether reacting to
a client protest.

According to Alsubagh (2015) customers are constantly exposed to these different


advertisements that try to catch
information, such as price, style, reviews etc. Internet tends to be the primary source of
information for most customers on regular basis and social networks allow customers to
evaluate products, make recommendations and make status updates. These customers can easily
share their ideas, opinions and experiences while connecting with other online
peers (Nolcheska, 2017). Online life is a systems administration and correspondence stage.
Making a voice for your organization through these stages is significant in acculturating your
organization. Clients value realizing that when they post remarks on your pages, they will get a
customized reaction instead of a robotized message. Having the option
to recognize each remark shows that you are mindful of your guests' needs and mean to give
the best understanding.

In conclusion, The literature review suggests that social media plays a significant role in shaping
consumer perceptions and influencing purchase decisions. Studies have found that social media
usage is positively associated with brand loyalty, purchase intentions, and actual purchasing
behavior. Research has also found that social media marketing can have a positive impact on
consumer perceptions of brands, by increasing brand awareness and building brand loyalty.
Additionally, different types of social media marketing have been found to have different levels
of effectiveness in terms of reaching and engaging consumers. Finally, research suggests that
social media marketing can have a positive impact on consumer purchase decisions.

In summary, a literature review is a comprehensive summary of the existing research on a


particular topic. The literature review for this study on the impact of social media marketing on
customer purchases decision in the soft drink industry, has shown that social media plays a
significant role in shaping consumer perceptions and influencing purchase decisions, and that
different types of social media marketing have different levels of effectiveness. Additionally, the
literature review suggests that social media marketing can have a positive impact on consumer
perceptions of brands and on consumer purchase decisions. This literature review highlights the
need for further research in this area, specifically in the context of the soft drink industry, and
how it can help businesses and marketers in the industry to develop effective strategies for
leveraging social media to reach and engage consumers.
CHAPTER-3

RESEARCH METHODOLOGY
Research Design

A Research Design defines how the researcher will ask the research questions. It sets out a
logical arrangement of the measurement procedures, sampling strategy, frame of analysis and
time frame.

There are three types of research designs:

1. Exploratory research design

This kind of research design is used when the problem is vague, its main objective
is to explore and obtain clarity about the problem situation. It mostly involves a qualitative
investigation.

2. Descriptive research design

This Design is used when a comprehensive and detailed explanation is required


for the problem of the study. It can be done in the following ways
A. Longitudinal Study
B. Cross sectional study

3. Causal research design

This type of research design is used when a researcher manipulates one or more causal
variables to assess its effect on its dependent variable. This cause effect relationship tends to
be probabilistic in nature.

The research design used for this paper is Exploratory since we are trying to gain insight on the
Impact of social media on consumer buying behaviour through surveys and published papers
with relevant information.

Data Collection Method

The data collection method used is primary as well as secondary. We collected the primary data
through surveys using the platform of Google forms, which is a free surveying web-based
application. For secondary data we talked to some people about their buying decisions and
went through other research papers having similar topics. Exploratory research is characterized
as an examination used to examine a difficult which isn't plainly characterized.

It is led to have a superior comprehension of the current issue, however won't give convincing
outcomes. Such an examination is generally done when the issue is at a primer stage.

Sampling Design Sample Universe


The sample universe includes the people of New Delhi region.
Sample Size
The sample size of the participants was of 60 people.
Questionnaire Design

The types of questions used in our Questionnaire are structured as multiple choice questions.
This is done so that the researcher is able to find the impact of social media on consumer buying
behavior.

Scope of the research

Taking the objectives of the research into account, conducting the study from the viewpoint of
the consumer would be the ideal approach. The researcher conducts this study to help
consumers identify reasons regarding how social media changed their buying decisions. The
main purpose of marketing is about analysing the needs of the consumer therefore
determined.

The research also aims to help potential readers understand the importance of social media
websites/apps in the consumer decision-making process. The research focuses on the behaviour
of end consumers
CHAPTER-4

DATA ANALYSIS AND PRESENTATION


The following section presents analysis made on the data collected from the questionnaire. The
set of questions were sent to individuals who are currently living in New Delhi, India. Since the
survey was sent to 75 individuals, and the number of participants was 65.In total the
questionnaire contains 15 questions.

Options Responses Percentage

10-18 35 53.8

19-25 17 26.2

26-30 13 20

Interpretation- From the above chart we can see that 53.8% who took this survey are in the age
range of 10-18, 26.2% are at the age range of 19-25 and 20% are in the age range of 26-30.
Options Responses Percentage

Male 33 44.6

Female 21 43.1

Prefer not to say 11 12.3

Interpretation- From the above chart we can say that this survey is taken more by male 44.6%
and female 43.1% but 12.3% prefer not to say
Option Responses Percentage

Facebook 18 24.6

Instagram 42 61.5

Twitter 5 13.8

Interpretation- From the above chart we can see people uses more instagram,thenfacebook and
then twitter the least
Option Response Percentage

Less then 1 hour 11 36.4

1 hour-5 hour 33 50

More then 5 hour 22 13.6

Interpretation- From the above chart we can see that majority people uses social media more
then 1 hour to 5 hour 50%.
Option Response Percentage

Online 23 35.8

Offline 23 35.8

Both 21 28.4

Interpretation- From the above chart we can see that people equally prefer to shop both
from online and offline.
Option Response Percentage

Regular 22 34.3

Weekly 19 23.9

More then a week 26 41.8

Interpretation- From the above chart we can see that majority of the people prefer to shop more
then a week to shop offline.

Option Response Percentage


Yes 33 46.3

No 34 53.7

Interpretation- From the above chart we can see that majority of people doesn’t follow brand
on social media
Option Response Percentage
Yes 29 37.3

No 29 37.3

Maybe 18 25.4

Interpretation- From the above chart we can find that people are saying equally they use social
media as electronic word of mouth or not .
Option Response Percentage

Yes 34 53.7

No 22 31.3

Maybe 11 14.9

Interpretation- From the above chart we can find that majority people says that social media
affect their vision of the brand.
Option Response Percentage

Strongly agree 33 56.7

Neutral 20 31.3

Strongly disagree 11 11.9

Interpretation-From the above chart we can see that majority people strongly agree that social
media influence their purchase
Option Response Percentage

Yes 34 47.8

No 22 34.3

Maybe 11 17.9

Interpretation- From the above chart we can see that majority of people agree that social media
helps in promoting a brand.
Option Response Percentage
Regularly 22 34.3

Monthly 28 38.8

Yearly 16 28.9

Interpretation- From the above chart we can see that majority people shop monthly seeing
social media advertising
Option Response Percentage

Yes 34 47.8

No 22 34.3

Maybe 11 17.9

Interpretation- From the above chart we can find that majority people says that social media
affect their vision of the brand. It shows that the brand should be more attentive in social media
as it can create or destroy the reputation of the company.
Option Response Percentage

Yes 34 47.8

No 22 34.3

Maybe 11 17.9

Interpretation- From the above chart we can see that majority of the people agree that they
watch influencer review of a product. Which play a very important role on influencing the
demand of the customer o=for a particular product.
15. Give your views on the impact of social media marketing on your demand for a product 13
responses

the customer has more power over the

brand It's one of the most important

factor

I don't like social media

It does influence my demand

Social media marketing is very important in

modern days I don't use social media that offen so

don't know

I like to buy stuff after seeing people review on it

In my opinion social media marketing is a great tool for advertising you brand and it make the brand
recognisable and make it ever more unlikely to get shut down

In my opinion social media marketing is not the great tool for advertising your brand because of so many
fake and local brand try to advertise their shitty product and when people try them and because of using
not good product the image for social media ads became less popular and less believable

I really don't know about social media marketing but as as much as I know it's basically ads plays on
internet

have a small manufacturing company at new delhirohini and i try to put ads on social media after a day or
2 the order start coming and it was really wholesome for me see so many order, in my opinion it really
Chapter-5
CONCLUSION

It can be concluded from this research that consumers in New Delhi, India are actively

utilizing social media


platforms as a tool in validating their purchase decisions. Social media is taken as the electronic
word of mouth by majority of the respondents. Reviews and preferences by the past consumers
on Social media platforms affect the decision process of potential customers.
Social media users found decision-making to be easier and enjoyed the process more, when
compared to those who used other information sources. Those who perceived the information on
social media to be of higher quality and greater quantity than expectations were more satisfied
overall. The results overall show that Social Media has a strong impact on the consumer
decision-making process.
LIMITATIONS

journals/articles on this topic but very few link social media with changes in consumer
behaviour. The study is presented in a general manner.

increased as it would cover more people in the society and help create a better and accurate set
of results.

scale by collecting data from different parts of the world to get a better picture of the impact
social media is having on consumer buying process.

involving many countries should be conducted on this topic for more accurate and
generalized results.

over a period of time as the timing is not guaranteed to be representative.


contains information on what needs to be studied considering the
objectives.
in study. This may lead to a bias error and also may be an untrue representation of
the population.
BIBLIOGRAPHY

1) Arndt, J. (1967) ‘Role of product-related conversations in the diffusion of a


new product’, Journal of Marketing Research, Vol. 4, No. 3, pp.291–295

2) Wikipedia

3) Google Form
Annexure-Questionnaire

1. What's your

age? a)10 -18


b)19-25
c)26-30
2. What's your

gender? a)Male
b) Female
c) Prefer not to say

3. Which social media you use the

most? a)Facebook
b) Instagram
c) Twitter

4. How much time do you spend on social

media a)Less then 1 hour


b) 1 hour -5 hour
c) More then 5 hour

5. What is your medium of

shopping? a)Online
b) Offline
c) Both

6. How often do you shop

online? a)Regular
b) Weekly
c) More then a week

7. Do you follow brands on social

media? a)Yes
b)No
8. Do you take social media as electronic word of

mouth? a)Yes
b)No
c)Maybe
9. Does social media affect your vision of the

brand? a)Yes
b) No
c) Maybe

10. Do you feel that your purchase is influenced by social

media? a)Strongly agree


b) Neutral
c) Strongly Disagree

11. Do you think social media plays an important role in promoting a

brand? a)Yes
b) No
c) Maybe

12 . How often do you purchase goods by seeing social media advertising


a)Regularly
b) Monthly
c) Yearly

13. Do you think influencer promotion of a product increase your

demand a)Yes
b) No
c) Maybe

14. Do you watch influencer review of a

product? a)Yes
b) No
c) Maybe

15. Give your views on the impact of social media marketing on your demand for a product

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