A STUDY ON SOCIAL MEDIA AS A

MARKETING TOOL IN INDIA

Submitted by:-
Gajera Himani
Roll No. :-26
TYBBA-Marketing

Submitted To: -
Ms. Rosaline Mondol
Designation: Teaching Assistant
1. Introduction
 Social Media, today, is among the ‘best opportunities available’
to a brand for connecting with prospective consumers. Social
media is the medium to socialize. These new media win the trust
of consumers by connecting with them at a deeper level. Social
media marketing is the new mantra for E- Commerce industry
since early last year. Marketers are taking note of many different
social media opportunities and beginning to implement new
social initiatives at a higher rate than ever before.
 This paper discusses about the concepts of social media and
social media marketing and other aspects like the growth and
benefits, role and relevance of social media in marketing, social
media marketing strategies. It also presents an overview on
social media marketing in India.
 The meaning of the term ‘social media’ can be derived from two
words which constitute it. Media generally refers to advertising
and the communication of ideas or information through
publications/channels. Social implies the interaction of
individuals within a group or community.
 Social media as a Marketing tool
 By using social media marketing as a marketing tool, anyone can gain
information, education, news, etc., by electronic media and print
media. Social media are distinct from industrial or traditional media,
such as newspapers, television, and film.
 Reach - both industrial and social media technologies provide scale and
are capable of reaching a global audience.
 Profitability - social media is a source of promotion but also it is using
as a source of income and get profit by selling and buying through
social media sources.
 Size - Facebook has over 250 million users globally. On an average,
70-100 tweets happen by the second. An average user on Facebook has
120 friends.
 Usability - industrial media production typically requires specialized
skills and training. Conversely, most social media production does not
require specialized skills and training, or requires only modest
reinterpretation of existing skills; in theory, anyone with access can
operate the means of social media production.
 Branding - Buying a candy may have been impulsive all your life, but
if it is discussed on a social networking site, there is likely to get brand
conscious even a candy.
 Permanence - industrial media, once created, cannot be altered (once a
magazine article is printed and distributed changes cannot be made to
that same article) whereas social media can be altered almost
instantaneously by comments or editing.
2. Literature review
Nasir, S., Vel, P., & Mateen This article says that social media
doesn’t always need some language or
the words to spread the message to the
consumer. When a product and the
services is marketed then the context
can be interpreted by the potential
buyer. On the basis of that, the buyer
gives the response. It can be in the way
of purchasing a product, repurchasing a
product or it can be in the form of not
purchasing a product. So, this process is
based on the customer's need, his
knowledge and liking towards the
product, brand loyalty & brand value,
word of mouth and its demand.
Varghese, S., Nandhini M in their article speaks about the
influence of demographic factors
towards the purchase intention of
customers. Article also reveals about
the internet usage pattern among the
customers. This can be related as an
opportunity for the increased
engagement of companies with
customers through social media.
Ates Bayazıt Hayta (2013) in their research paper “A study on the
of effects of social media on young
consumers' buying behaviors”
determines the effects of social media
networks on purchasing behaviors of
young consumers. The study results
indicate that social media tools directly
affect the purchasing behaviors of
consumer, depending upon their age
group and educational status.
Lempert (2006) says that customers are turning away from
the traditional sources of advertising:
radio, television, magazines, and
newspapers. Customers also consistently
demand more control over their media
consumption. They require on-demand
and immediate access to information at
their own convenience. Customers are
turning more frequently to various types
of social media to conduct their
information searches and to make their
purchasing decisions.
Yoo et al. (2000) combine brand awareness and brand
association into brand image. They
claimed that exposing customers to a
brands information through the WOM
sources creates, modifies and strengthens
the relationship between the consumer and
the brand, to result in WOM that impacts
their brand association with it. The higher
the consumer contact with the brand, the
stronger and more the association will be
in the minds of consumers.
3. Research methodology
 3.1 Problem Statement
A STUDY ON SOCIAL MEDIA AS A MARKETING TOOL IN INDIA

This report tries to analyse how effective is marketing via social media.
The report also compares and contrasts the advantages and disadvantages
of social media marketing with traditional advertising like print and
visual media. Today's youngsters are aspirers. They dream by and want to
be their own boss. Most of them aspire to be entrepreneurs and the
success stories of entrepreneurs are a huge encouragement for them A
major problem that these entrepreneurs face while starting a new business
is the cost associated with the brand building and marketing. In this era,
though the young population is all set to take over the work with
extended technological advancements, many of them fail due to lack of
financial resources for brand building. It is in this scenario that this report
analyses how well social media marketing can help new businesses.
3.2 Research Objectives
✔ To identify the role of social Media Marketing in India
✔ To find out that how social media is contributing in E-Commence
industrial growth in terms of Profit, Promotion, Reach, Visibility &
Network building.
✔ To gain the knowledge of investment done by company in social
media for marketing.
✔ To identify whether social media platform effective in marketing.

3.3 RESEARCH METHODOLOGY

Primary Data : Primary Data will be collected using Interview schedule
& Questionnaire both as tools for data collection.
Secondary Data : The secondary data will be collected through Internet
contents, News Paper, Sales force report, Blogs on social salesforce,
Research papers and PDF, Books, Journals etc.
 3.3.2 Sampling Plan:

1 Sample Size 200 Respondents

2 Sampling Units Individual
Consumers
3 Sampling Methods Simple Random
Sampling
Structured
Questionnaire
4 Sampling Area Surat, Gujarat
4. BIBLIOGRAPHY
• Casteleyn J., Mottart, A. and Rutten, K. (2009) "How to use Facebook
in your Market Research". International Journal of Market Research,
51(4), 439-447. "Gathering Qualitative data for interpretation"
• Clemons, E.K., 2007. The Value of Advertising And the Value of Social
Networks. Wharton University of Pennsylvania, The Wharton Program
on Global Strategy And Knowledge
• Deborah J. Maclnnis & Bernard J. Jaworski(1989), "Information
Processing from Advertisements: Toward an Integrative Framework",
Journal of Marketing. Vol 53,1-23
• Deborah J. Maclnnis & Bernard J. Jaworski(1991), "Enhancing and
Measuring Consumers's motivation, opportunity, and Ability to Process
Brand Information From Ads", Journal of Marketing, Vol 55, 32-53
• http://www.topclickmedia.co.uk/social-marketing.php
• http://vedlo.com/online-business/benefits-for-the-business-
establishments-through socialnetworking/
 http://ericadewolf.wordpress.com/2008/06/01/sundaystats 12/
 http://www.renegademarketerreview.com/social-networking-sites
 Social Media in India - An Overview by techiedevil on June 11, 2010
in SocialMediahttp://www.internetmarketingjoumal.org/social-media
indiahttp://www.zitzsolutions.com/internet-marketing-services/social-
media optimizationmarketing
 http://www.analectic.org/social-media-marketing-brands-india