ANNEXURE

Amity University Online, Noida, Uttar Pradesh, India

In partial fulfillment of the requirements for the award of the degree

Master of Business Administration

Minor Project Report On

“STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON

CONSUMER BUYING BEHAVIOUR”

Submitted by: Jhalak Sharma

Enrollment No.: AU06132001

On 14th June 2024

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DECLARATION

I, Jhalak Sharma ,student of the Academic Session Jan 2023 hereby declare that the Minor

Project titled "Study on Impact of Social Media Marketing on Consumer Buying Behaviour

" which is submitted by me to Amity University Online, Noida, Uttar Pradesh in partial

fulfillment of requirement for the award of the degree "Master of Business

Administration", has not previously formed the basis for the award of any degree, diploma

or other similar title or recognition.

Name and signature of the student

Jhalak Sharma
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PLAGARISM REPORT

This is to certify that I, Jhalak Sharma , enrolled in the 3rd Semester of the degree program

“Master of Business Administration”, and undertaking the course by the title

“Minor Project (PGMIPR57)” for the third semester in the academic session of July 2024, have

submitted this report under strict compliance of the guidelines specified by Amity University, by

keeping the percentage of plagiarism below the permissible limits.

The plagiarism in this report has been checked using the tool “Plagiarism Checker X” and it came

out to be 6%.

Jhalak sharma
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TABLE OF CONTENTS

1. ABSTRACT…………………………………………………………………………5

2. INTRODUCTION………………………………………………………………….6

3. REVIEW OF LITERATURE……………………………………………………….9

4. RESEARCH METHODOLOGY……………………………………………………16

5. DATA ANALYSIS AND INTERPRETATIONS………………………………….18

6. FINDING, CONCLUSION, SUGGESTION, IMPLICATIONS……………………24

7. REFRENCE…………………………………………………………………………..2

5
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ABSTRACT

The traditional landscape of workspaces is rapidly evolving due to technological

advancements and changes in work culture. This study explores how social media marketing

impacts consumer buying behavior. It examines the ways businesses utilize social media to

connect with potential and existing customers, replacing conventional marketing methods.

The research focuses on how social media influences consumer decisions, the shift in

communication channels between vendors and consumers, and the role of social media as a

marketing and survey tool. Understanding these dynamics is crucial for businesses aiming to

leverage social media for product promotion and customer engagement

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INTRODUCTION

CHAPTER 1

When it comes to connecting with potential and existing consumers, social media marketing

has emerged as the most effective method available. Social media has given businesses new

avenues to connect with customers by replacing conventional methods of marketing. The

channel through which customers and marketers communicate has changed as a result of the

Internet, especially social media. Today's businesses can connect with consumers all over the

globe with just a single click thanks to the internet and numerous social media platforms. As

a result of internet technology, consumers may now search for a product on the web, read

reviews, and see how other customers rate it before making a purchase.

Social media alters the way vendors and consumers communicate with one another.

Consumers' purchasing decisions are influenced by e-commerce. The use of social media to

communicate and share information about products and services has created a new platform.

Since the majority of customers use the internet and online social media platforms, analyzing

consumer behaviour is essential for marketing products and services. To launch and sell

goods, social media has become an essential medium. It has also become a tool for

conducting surveys. For promotional efforts, social media has become an essential marketing

tool. As a result, understanding how social media affects customer behaviour becomes

imperative.

Social media as an idea

Experts in different social media fields explain what they mean when they use the word

"social media."

* An online platform for social communication driven by the internet.

* A medium for two-way communication.

* An information-creation and-exchange medium.

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* Internet-based technology-based media.

1.2 INTRODUCTION OF TOPIC

a.the latest craze is using social media. As well as for enterprises, it's a new way to reach

consumers since it eliminates the conventional intermediary. This is why almost every

company in the world is looking at social media marketing efforts, from multinationals like

Starbucks and IBM to small local businesses like your neighborhood ice cream parlor.

Businesses were wary of social media a year ago. Now, social media marketing is here to

stay, and businesses are embracing it at a fast pace. Social media, like email and websites

before it, is the next big marketing wave. Online communities, social networks, blog

marketing, and other forms of social media marketing are all examples of social media

marketing. A new marketing "buzz." has emerged. It's safe to say that India was a pioneer in

the use of social media marketing. When it comes to engaging with their audience, businesses

are increasingly turning to online channels to further their organizational goals.

b.The exponential growth of the social media phenomena is as perplexing as it is frustrating.

In order to succeed in social media marketing, you must adhere to two key concepts: trust and

goodwill.

c.It's the only marketing platform that encourages merchants and customers to communicate

and hold each other accountable without fear of misunderstanding. Businesses all around the

world are using social media marketing to fuel their advertising campaigns because they

realize the potential of social media as a marketing platform for their products.

d.The two terms that make up the phrase "social media" define its meaning. Advertisement

and the dissemination of ideas and information through publications channels are both

considered to be part of the media. To say something is social is to say that people within a

group or community interact with one another. Social media, as a whole, refers to

communication publication platforms that are created and maintained by interpersonal

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interaction between people using a particular medium or technology. Social media Using

Social Media is democratizing information, allowing anybody to post their own material,

according to Wikipedia. As a result of this change, communication between authors,

individuals, and peers is moving from a broadcast method to a many-to-many approach

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CHAPTER 2

REVIEW OF LITERATURE

Social Media

Definition and Essence:

Social media refers to a collection of internet-based applications that utilize the concepts and

technical foundations of Web 2.0 to enable the creation and sharing of user-generated

content. The New Zealand Government of Internal Affairs defines social media as a range of

online tools, sites, and activities used for exchanging ideas, experiences, and viewpoints.

Fundamentally, social media is about communication and participation, distinguishing itself

from traditional media through its interactive nature. Fundamentally it is about

communication. In contrast with conventional media, the essence of social media is to be

extremely participatory."

Moreover, the word social media is defined as online tools that allow individuals to connect

and communicate with each other. This has become a common term for online and cultural

and it has a dominating method for people to interact on the internet. By utilizing social

media people grew more intimately and powerfully linked than ever before.

Social Media as a Public Utility

Applying the phrase public utility to social media suggests that social media websites are

public needs, and, therefore, should be controlled by the government. While social media is

not as necessary for existence as conventional public utilities such as electricity, water, and

natural gas, many people feel it has become crucial for living in an interconnected society and

without it, living a successful life would be impossible. However, some argue that this is not

true since social media is continuously revolutionizing and granting such platforms "utility

status" would result in government control, which would therefore impede innovation. Over

the last decade many have argued and questioned whether or not "Internet service providers
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should be deemed critical infrastructure or natural monopolies and regulated as public

utilities.

Facebook
History

Facebook is a social media website. Its name is derived from the slang term for the book that

certain American university administrations distribute to students at the beginning of the

academic year to assist them get to know one another. Mark Zuckerberg and his Harvard

University companions Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris

Hughes started Facebook in February 2004. The website's membership was originally

restricted to Harvard University students, but schools in the Boston region, the Ivy League,

and Stanford University were subsequently included. Gradually, it expanded to include

students from other colleges and institutions, and then high school students, and finally

anybody over the age of 13. Facebook now accepts registrations from anybody claiming to be

13 years old or older.

Prior to utilising the site, visitors must first register. Once they have done so, they will be able

to build a personal profile, add other users as friends, and exchange messages with them. To

further personalise their experience, users may create lists of friends based on criteria such as

"People From Work" or "Close Friends," and then join other people who share their interests.

With over one billion active users as of September 2012, Facebook has 8.7% fraudulent
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accounts. Consumer Reports estimates that 7.5 million children under the age of 13 have

accounts on the site, with another 5 million under the age of 10 infringing on the terms of

service. The annual data generated by Facebook (as of 2012) is 180 petabytes, and this

number increases by nearly half a petabyte each day.

Instagram
History

With Instagram, you can capture photos and videos, add digital filters to them, and then post

them on a number of social networking sites, including as Facebook, Twitter, Tumblr, and

Flickr. Photos may only be taken in a square format, like Kodak Instamatic and Polaroid,

instead of the 16:9 ratios currently often utilised by mobile device cameras. Short movies of

up to 15 seconds may also be recorded and shared by users.

Kevin Systrom and Mike Krieger founded Instagram in October 2010 and it went live a

month later. As of April 2012, the service has over 100 million active users. This app is

available for download from the Google Play store as well as through the Apple App Store.

Initially, only the iPhone, iPad, and iPod Touch were supported; however, support for

Android camera phones was introduced in April 2012. Windows Phone users may access

Instagram through a third-party app.

Official Instagram app for Windows Phone will be released in the next weeks, according to

Kevin Systrom at Nokia World in Abu Dhabi, UAE, on October 22, 2013. Facebook

purchased the business in April 2012 for around $1 billion in cash and shares, according to

the company.

Instagram was established in October 2010 as a free picture and video sharing application and
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social network. Using the service, users may snap a picture or a video, add a digital filter to

it, and then share it with other Instagram users they're linked to, as well as on a number of

other social networking sites. Instagram began as a platform for sharing photos, but in June of

that year, it added video capabilities. There were 130 million monthly active Instagram users

as of June 2013.

Seventy-one percent of the world's biggest businesses are now using Instagram, making it the

fastest-growing social network in the world. In addition, we keep an eye on the brand hashtag

across all of our social media accounts, as well as our competitors' hashtags.

Blogs

History

BLOG

Web log shortened to blog is a conversation or informative website published on the World

Wide Web and consisting of discrete items ("posts") usually shown in reverse chronological

order (the most recent post appears first). In the years before to 2009, most blogs were the

product of a single person or small group and focused on a particular topic. A newer kind of

blog called a "multi-author blog" (MAB) has emerged, with articles authored by several

different writers and professionally edited. The amount of blog traffic generated by MABs

from newspapers, other media, colleges, think tanks, interest groups, and similar
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organisations is on the rise. MABs and single-author blogs are being integrated into social

newstreams thanks to the growth of "microblogging" platforms like Twitter. In the sense of a

verb, the term "blog" means to keep a blog up-to-date or contribute new material to an

existing blog.

They differ from static websites since most are interactive, enabling readers to make

comments and even contact one another through GUI widgets on the blogs. Blogging may be

considered a social networking service in this sense. It is true that bloggers do more than just

create material for their blogs; they also cultivate relationships with their readers and with

other bloggers via their online activities. Daring Fireball, for example, has a large following

but does not accept comments.

Using blogging platforms for social media is becoming more popular among businesses.

Platforms such as Linkedin let businesses and customers connect online. To get their goods

noticed, companies that understand the importance of uniqueness and creativity use blogs.

This allows them to connect with customers who are active on social media.

YouTube
History

YouTube is a platform where users can upload, watch, and share videos. It was established in

February 2005 by three former PayPal employees and is now owned by Google. Based in San

Bruno, California, YouTube utilizes Flash Video and HTML5 technology to present a diverse

array of user-generated video content. This includes movie and TV clips, music videos, video
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blogs, short original videos, and educational content. While most YouTube video is posted by

people, media companies such as CBS, BBC, and Vevo all have content on the site as part of

the YouTube partnership programme, which also includes Hulu. Videos may be seen by both

registered and unregistered users. Registration is required for any users above the age of 18

who want to see material that is deemed objectionable. In November 2006, Google paid

US$1.65 billion for YouTube, LLC, which is now a Google subsidiary.

Twitter

History
Twitter

Odeo board members conducted a "daylong brainstorming session" during which they came

up with the idea for Twitter. If a person uses an SMS service to interact with a small group as

Dorsey proposed, it would be the first time an undergraduate student at New York University

has done so.

In the beginning, the service's code name was twitter, which Williams subsequently attributed

to Noah Glass, who was inspired by Flick and the five-character limit on SMS short codes in

the United States and Canada. The short code was originally "10958," but it was altered to

"40404" for "ease of use and memorability," according to the creators. On March 21, 2006, at
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9:50 p.m.

PST, Dorsey sent the first tweet: "just putting up my twitter." Work on the project began. The

term

"Twitter" was chosen by Dorsey and his team because the word "twitter" seemed ideal. "A

brief burst of unimportant information," and "chirps from birds," were the definitions given.

And the end result was precisely that.

Internally for Odeo staff, Dorsey and Weber created the initial Twitter prototype, which was

later made public on July 15 of that year.

To purchase Odeo and all of its assets such as Odeo.com and Twitter.com-from its

stockholders, Biz Stone, Evan Williams, Dorsey, and the rest of the original Odeo team

established Obvious Corporation in October 2006. Until 2011, Williams had kept quiet about

Glass's role in the founding of Twitter. In April 2007, Twitter became a stand-alone business.

In a 2013 interview, Williams shed light on the uncertainty that characterised this formative

period:
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CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

The research is based on both secondary and primary sources of information. A structured

questionnaire was used to gather primary data from respondents in Panipat, Haryana. There

was no data from any questionnaire that was not complete. A descriptive approach to

research was employed in this project, and it worked well. In descriptive research, data are

collected that characterise occurrences, and then the data are organised, tabulated, depicted,

and described. As a result, readers were better able to grasp the distribution of information

using graphs and charts, which provided a better understanding of online advertising. This

helps to paint a clearer picture of the effectiveness and reliability of internet advertising and

its connection to purchase decisions.

Simple random sample approach was utilised to gather main data. Secondary data was

gathered from the profile of the company, periodicals, and a variety of literature research.

3.1 ACCOUNT OF THE PROBLEM

The Internet is a significant medium with a wide range of capabilities, which suggests it will

have enormous potential as a marketing tool in the future. Furthermore, the Internet has a

greater effect than conventional media in terms of characteristics like format diversity,

affinity, and storage.

Internet users. There are no other media that provide interaction as the Internet does.

Previously, communication options were limited due to media technology limitations. The

Internet opens up a whole new world of communication options and possibilities. Despite

this, the researcher's primary goal is to determine if internet advertising is successful at

swaying prospective customers in the contemporary age

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3.5 Sampling Technique

1.Target Population: The study focused on urban consumers aged 18 and above in the city.

The participants need to recall the factors that affect their perceptions of Internet advertising.

2. Sampling Unit: The individual consumer is the sampling unit in this study.

3. Sample Size: The study includes a sample of 100 consumers.

4. Sampling Method: Cluster sampling was used to select the sample.Panipat, Haryana, was

chosen as the study location, and 100 samples were collected to conduct the research. This

study looked at the psychology of online shoppers, as well as how they see Internet ads.

3.6 SCOPE OF THE RESEARCH

In light of the study's goals, it would be best to perform the investigation from the perspective

of the customer. It is the researcher's goal to assist customers in identifying the reasons why

social media has affected their purchasing behaviour. As a result, the data gathered via the

questionnaire is from the consumer's point of view, allowing for fresh insights to be

discovered. Marketing's primary goal. In addition, the study's goal is to assist readers in better

understanding the role social networking websites and applications play in consumer

decision-making. End-user behaviour is the primary focus of the study.

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CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

1. Analysis of Gender
Gender No. of Respondents Percentage

Male 50%
50
Female 50 50%

Total 50 100%

Chart no. 1
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Interpretation:
There are 50 percent men and 50 percent women in this survey, as seen in the table above.

8. Social Media Accounts used by Respondents.

Table no.8
Opinion No. of Respondents Percentage

Facebook 84 84%
Instagram 90 90%
Youtube 73 73%
Linked In 64 64%
Quora 43 43%
Snapchat 62 62%
Specific Blog Sites 8 8%
Twitter 40 40%
Others 7 7%

CHARTNO.8
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9 How many influencers do you follow?

Opinion No. of Respondents Percentage

0-5 70 70%

5-10 22 22%

10-15 3 3%

15-20 1 1%

Above 20 4 4%
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Interpretation:

Analysis of Gender:

The survey includes an equal representation of both genders, with 50% male and 50% female

respondents.

Social Media Accounts Used by Respondents:

The following are the percentages of respondents using various social media platforms:

 Facebook: 84%

 Instagram: 90%

 YouTube: 73%

 LinkedIn: 64%

 Quora: 43%

 Snapchat: 62%

 Specific Blog Sites: 8%

 Twitter: 40%

 Others: 7%

This data indicates that Instagram is the most used social media platform among the

respondents, followed closely by Facebook and YouTube

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Opinio No. of Percentage

n Respon
dent

Strongly 9 9%
Disagree
Disagree 31 31%
Neither 25 25%
Disagree
Agree 21 21%
Strongly 14 14%
Agree
12. I Discover new trends and Brands on Social
Media.

Interpretation:
One-third of respondents agreed with the statement
that they find new trends or brands via social media.
Another third disagreed, with a further ten percent
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CHAPTER 5

FINDING, CONCLUSION, SUGGESTION, IMPLICATIONS

5.1 Findings

 Attention to Internet Advertising: Only 27% of respondents reported paying attention

to internet advertising, with 8% strongly agreeing. Conversely, 22% stated they do not

pay attention at all, and 28% indicated they are indifferent.

 Purchases Influenced by Online Advertisements: Among the respondents, 29%

agreed, with 11% strongly agreeing, that they had made purchases influenced by

online advertisements. Additionally, 31% were indifferent, while 23% agreed and 6%

strongly agreed.

 Discovering Trends and Brands on Social Media: 21% agreed and 14% strongly

agreed that they find new trends and brands on social media. Meanwhile, 25% were

indifferent, and 31% disagreed, with 9% strongly disagreeing.

 Impact of Social Media Advertising on Purchasing Decisions: Only 22% agreed, with

11% strongly agreeing, that social media advertising often impacts their purchasing

decisions. An additional 23% were indifferent, while 30% disagreed and 14%

strongly disagreed.

 Trust in Sponsored Material: Sponsored material had lower trust levels, with 16%

agreeing and 10% strongly agreeing. Conversely, 17% were neutral, while 44%

disagreed and 13% strongly disagreed.

 Inclination to Try New Brands: 21% agreed, with 10% strongly agreeing, that seeing

an advertisement for a new brand on social media makes them more inclined to try it.

One-eighth of respondents were neutral, while two-thirds disagreed and a further

quarter strongly disagreed.

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