A study on Promoting the Sales Through Social

Media
Submitted in partial fulfilment of the requirement for the award of

Bachelor of Business Administration

BY
B. HEMALATHA
(38280043)

DEPARTMENT OF BUSINESS ADMINISTRATION SCHOOL OF

MANAGEMENT STUDIES

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119

MARCH 2021
 SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119
www.sathyabama.ac.in

DEPARTMENT OF BUSINESS ADMINISTRATION

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of B. Hemalatha (38280043)
who carried out the project entitled “A STUDY ON PROMOTING THE SALES THROUGH
SOCIAL MEDIA” under our supervision from 6th January 2021 to 6th March 2021.

Dr.Kumarasamy.P,M.com, M.Phil., Ph.D,PGDCA

(Internal Guide)

Dr. Bhuvaneswari.G M.B.A., Ph.D.,

Dean – School of Management Studies

Submitted for Viva voce Examination held on__________________

Internal Examiner External Examiner

 DECLARATION
I. B. Hemalatha hereby declare that the Project Report entitled “A Study on Promoting
The sales Through Social Media” Sholinganallur Chennai. done by me under the
guidance of DR. kumarasamy.P,M.com,M.Phil.,Ph.D,PGDCA. Internal and External at,
CHENNAI is submitted in partial fulfilment of the award of Master of Business
Administration degree.

DATE:

PLACE: CHENNAI
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for completing it
successfully. I am grateful to them.

I convey my thanks to Dr. G. Bhuvaneswari M.B.A., Ph.D., Dean – School of

Management Studies and Dr. A. Palani M.Com., M.Phil., M.B.A., Ph.D., Head of the
Department studies for providing me necessary support and details at the right time
during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project Guide
DR.Kumarasamy.P,M.com., M.Phil., Ph.,PGDCA. For her guidance, suggestions and
constant encouragement paved way for the successful completion of my project work.

I wish to express my thanks to all Teaching Non-teaching staff members of the Department
of Business Administration who were helpful in many ways for the completion of the
project.
CHAPTER Table content Page

No No

Abstract

1. INTRODUCTION 2 to 8

1.1 Study on online marketing through social media 2

1.2 Industry profile sales and marketing 2

1.3 Need for The Study 3

1.4 Scope Of study 3

1.5 Objectives for the Study 3

1.6 Top three social media site 3

Face book 3

You tube 4

Instagram 4

1.7 Developing social media strategy 4

1.8 Brand equity 5

1.9 Brand identity 6

1.10 Brand positioning 7

1.11 Seven Steps of Strategy 8

1.12 Customer Satisfaction with social media site 8

2. LITERATURE OF REVIEW AND THERITICAL FRAME WORK 9 to 12

2.1 Christine. A (2006) 10

2.2 Shamsudeen Ibrahim (2007) 10

2.3 Safder M.A(2008) 10

2.4 Lamminen vera (2009) 10

2.5 Rashad Yazdanifard (2010) 11

2.6 Jarrar saffery (2011) 11

2.7 Ammon Arave (2012) 11

2.8 Holly Paquette (2013 11

2.9 Algharapat T.R(2017) 12

2.10 Kushal Singh Tomar (2018) 12

3. RESEARCH METHODOLOGY 13 to 15

3.1 Source of data 14

3.2 Primary data 14

3.3 Secondary data 14

3.4 Research design 14

3.5 Structure and questionnaire 14

3.6 Sampling Technique 14

3.7 Period of study 14

3.8 Analytical tools 15

3.9 Limitation of study 15

4. DATA ANALYSIS AND RESULT 16 to 36

4.1.1 Age Respondent 17

4.1.2 Gender of Respondent 18

4.1.3 Martial Status of Respondent 19

4.5 Building Loyalty Community 3

4.6 Learn from the Community 35

4.7 Work on Product Development 35

4.8 Improve Sales 36

5. FINDING &SUGGESTIONS 37 to 41

5.1 Discussion & Conclusion 38

5.2 Future Work 39

40
Reference Books and Reports,

41
Internet

42
Appendix (Questionnaire)
 Page
Chapter Table of chart
No
No

4.1.1 Age Of responses 17

4.1.2 Gender of responses 18

4.1.3 Martial status 19

4.1.4 What social media sites do you use for sales 20

4.1.5 Customer buy from store and firm that offer the highest 21

4.1.6 What do you mean by attributing returns 22

4.1.7 In social media, what type of marketing has become important 23

for advertisers

4.1.8 Which of the following is central to any definition of marketing 24

4.1.9 How are social networks used in workplace communication 25

4.1.10 Most companies have a written social media policy 26

4.1.11 Is the set of benefits a company promises to deliver its 27

consumers to satisfy their need

4.1.12 What type of conversation gets higher attention from customers 28

4.1.13 Do you use sales networking sites through your mobiles phone 29

4.1.14 Why use technology in your marketing 30

4.1.15 Which of the following search origin you use most for marketing 31

4.1.16 What are the activities that you use marketing technology for 32

4.1.17 What kind of communities to do you subscribe to on social 33

networking sites

4.1.18 Which of following is currently the fastest growing from of 34

marketing
 Abstract

During different time era’s different methods of communications has developed and
changed the everyday life. Social media has become the way of communication in the
21st-century, enabling us to express our thoughts, ideas and feelings in a completely new
way. This way of communication has also had a huge impact on corporations, where they
have realized that without a proper plan and social media strategy, they have no chance
to stand out in the rapidly changing digital space. To ensure a successful presence on
social media the companies need to take different marketing theories into consideration
so that they can boost their brand in diverse aspects. If this can be combined with
innovative ways of consumer interaction the companies have a good chance to take the
lead in social media marketing. To solve the problem with measuring the return on
investment, companies such as HP Sweden, can implement tools like social media
monitoring. With these tools they will be able to analyse and measure their brand or
products on the social space enabling them to optimize their way of marketing. The criteria
for a company to pick the right measuring-tool are based on different parameters. Where
for a company like HP Sweden, that is relatively new to the social space, it is better to take
small and wise steps to first learn and then invest in a praiseworthy tool that is able to
cover their need …….
1
 1. INTRODUCTION

1.1 Study on Online Marketing Through Social Media

social media can be a valuable addition to a department's communications strategy.

Because many employees have expressed an interest in developing and maintaining a social
media presence in personal and professional capacities, the Office of University
Communications and Marketing has crafted the following introduction to social media. Please
read this overview prior to developing your social media presence.

Social media is an internet-based form of communication. Social media platforms allow

users to have conversations, share information and create web content. There are many forms
of social media, including blogs, micro-blogs, wikis, social networking sites, photo-sharing sites,
instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, and more.

Billions of people around the world use social media to share information and make
connections. On a personal level, social media allows you to communicate with friends and
family, learn new things, develop your interests, and be entertained. On a professional level,
you can use social media to broaden your knowledge in a particular field and build your
professional network by connecting with other professionals in your industry. At the company
level, social media allows you to have a conversation with your audience, gain customer
feedback, and elevate your brand. With so many new social media sites launching each year,
deciding which one is right for your department can be overwhelming. It is important to be aware
of emerging social media sites, and understand how they could fit into your communications
strategy. However, not all social media sites will be conducive to your department's brand or
marketing goals. The meteoric growth of social websites, such as Twitter, Facebook and
LinkedIn, have ushered the world into a new era of social media. The social media phenomenon
has a profound impact. “Communities of interest have gained clout never before considered
possible.

1.2 INDUSTRY PROFILE: SALES AND MARKETING

Social media marketing (SMM) is the use of social media websites and social networks to
market a company’s products and

2
 Social media marketing provides companies with a way to reach new customers, engage
with existing customers, and promote their desired culture, mission, or tone. Also known as
"digital marketing" and "e-marketing," social media marketing has purpose-built data analytics
tools that allow marketers to track how successful their efforts are.
1.3 NEED FOR THE STUDY
Current marketing professionals People who love social media and want to career Small
business owners
1.4 Scope of Study
The Scope of social media in India is immense and increasing rapidly. It is the 10th
biggest economy and also has the 2nd largest population in the world. A survey in 2019, which
includes the top businesses admitted that 15-20%of their marketing budget is allocated for
social media advertising
1.5 OBJECTIVES OF STUDY
PRIMARY OBJECTIVES
To study on promoting sales through social media
SECONDARY OBJECTIVES
Develop Brand Awareness
Increase Size of Social Communities and Accurately Target audiences Strengthen
Engagement Strategies to Increase Customer Loyalty
Convert Social Followers into Qualified Leads and New Business

1.6 Top Three Social Media Marketing site

Facebook

The leading figure in social media today is Facebook. Facebook is a social networking site that
allows users to create online profiles and interact with other users. The main reason for the success of
Facebook is its ability to address many different aspects of life in a very appealing way - corresponding
to the requirements and demands that human beings have on communication. Facebook’s multi-
purpose service allows you to use it in a work-related context, as a political tool, or just to find people
that share your interests. Many companies have understood the potential of Facebook with its 600
million active users, making it an ideal place for marketing.

3
 You tube

With YouTube being touted as the world's second largest search engine (behind Google),
it is a valuable opportunity for marketers to get their brands and organizations discovered and
to connect via video. Your YouTube Marketing Strategy should include: Audience Research.
YouTube has always been a source of entertaining content, but it’s also staking its claim as an
essential tool for marketers. In fact, nearly half of all marketers (48%) plan to add YouTube to
their marketing strategy over the next 12 months. One-third of total time online is spent
watching videos, and YouTube has more than a billion active users. The platform is so
extensive that it can be accessed in 76 different languages, accounting for 95% of the world’s
population

10 step YouTube marketing strategy

• Create a YouTube channel for business.
• Learn about your audience.
• Research your competition.
• Learn from your favourite channels.
• Optimize your videos to get views.
• Upload and schedule your videos.
• Optimize your channel to attract followers.
• Try YouTube advertising

Instagram

Adding Instagram to your event marketing mix can help you reach more people, get
more people to visit your booth and increase engagement with your audience. By following the
hashtag of the conference, attendees are drawn to your Instagram shot and able to locate your
booth quicker.

1.7 Developing a Social Media Strategy

Marketing strategy is defined as “a process that can allow an organization to concentrate

its limited resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage” (Business Link). Social media is seen by marketers today as a great
opportunity to boost market share figures. In a recent survey, 91 % of marketers indicated that

4
they were using social media for marketing purposes, and small businesses are the most likely
to employ it (Stelzner 2009). Are businesses successfully aligning social media with their
marketing strategy? Marketers are only too happy to view the social web as a new set of
channels through which to market their goods or services. Thus, promotion might be expanding,
but it is not yet clear if companies are rethinking the rest of their marketing mix or their strategy
in response to probably the most disruptive resource since the introduction of the Internet –
social media. The current state of social media within many businesses is described in one of
the blogs of Harvard Business Review as “duct tape and bubble gum hold together fragile tactics
such as Twitter accounts run by the summer college intern or agency-generated Facebook fan
pages that have few actual fans” (Armano 2009). This is not the correct path to a high ROI.
Strategic thinking is the only way to achieve the sustainability required to build a real competitive
advantage. A social media strategy, for public relations or marketing, should be an essential
part of the business’ communications strategy and explicitly addressing the social media
strategy should help to keep this strategy in line with the business strategy. Social technologies
could help strengthen business strategy by building collaborative and open relationships across
all the company’s stakeholders, hence generating increased trust among them. “This increased
trust will result in greater knowledge creation, which the same social technologies have the
ability to capture, organize and distribute at a yet to be seen level of efficiency. By building
collaborative relationships with all company stakeholders using social technologies, businesses
will be able to quickly create and capitalize more innovation” (Anderson 2010). Unfortunately,
building a social media strategy is not an easy task. However, there are many available
resources on the web for today’s marketers, such as recipes and tips, to ease their jobs in this
new world of social media.

1.8 Brand equity

The common mistake many companies end up doing is that to only focus on marketing
that is associated with direct sales. Therefor social media, which is often related to customer
support, service, and relations, tends to get low priority. This is based on ignorance of the
importance of Brand Equity. Brand Equity is the value of the brand, where high Brand Equity
means high brand awareness and a high brand image (Keller 2003). What this actually means
is that if your brand has high Brand Equity, then customers associate their needs to your
product. While discussing Brand equity Faircloth et al. present two types of strategies that can
be taken into consideration to develop and boost Brand Equity (Faircloth et al. 2001): Financial
and Customer based. 8 The first type of strategy is related to the actual value of the brand and
5
how to measure it. The second type of strategy describes what relationship customers have
with the brand with regard to loyalty, willingness to buy, and the belief that the brand gives
greater satisfaction (Kapferer 2004). If social media is used correctly it can be an effective tool
for increasing Brand Equity. This can be exemplified with Dell’s participation in social media in
2006. Dell realized that participating in such media was important, and this realization paid off
shortly after its implementation of “Direct2Dell”, their official corporate blog. The entire computer
industry, but initially Dell, was hit with the “big battery recall.” Dell was able to avoid a major
public relations issue and huge corporate crisis by effectively communicating with their
customer in a very open and transparent fashion through their blog. In fact, Dell was recognized
by the Consumer Product Safety Commission for its efforts as a best practice for how to manage
a product recall. (Dell 2006) The road to Dell’s realization was, however, very rocky; evidence
of this is in the so called ‘Dell Hell’ incident, an incident where a dissatisfied Dell customer and
popular blogger wrote about his not poor customer service experience. This incident was widely
publicized and even made it into the mainstream media. Dell learnt a valuable lesson from this
incident, and the major effects the blogging community can have on a company, even on a
company as large as Dell. In fact, Dell implemented a few of the suggestions mentioned by the
blogger, as he suggested in one of his blog entries. “You know what: If Dell were really smart,
they'd hire me (yes, me) to come to them and teach them about blogs, about how their
customers now have a voice; about how their customers are a community -- a community often
in revolt; about how they could find out what their customers really think; about how they could
fix their customers' problems before they become revolts; about how they could become a better
company with the help of their customers. If they'd only listen.” (Farrelly 2009) The Dell case is
an excellent example of the role and impact social media has on the company’s Brand Equity.
Today companies can no longer ignore this media, hence they should learn effective ways of
adopting and adapting to the changing social media environment and how to use it to their
advantage.

1.9 Brand Identity

All companies struggle to make their product special in some way so that they can attract
the customers. This can be done either by actually making the product physically different or by
just presenting it in a different and more attractive way. Therefore, it is vital to make sure that
your brand is associated not only with a positive image, but also with unique associations so
that customers develop a special feeling about your brand. This is where Brand Identity comes
in to the picture. Brand Identity can be seen from three different perspectives: (Aaker &

6
Joachimsthaler 2002): core identity, extended identity, and brand essence. In the core identity
you should be able to find the company’s values and strategies. There should be at least one
association in the core that is unique for the brand and which makes it stand out. The extended
identity is a complement to the core identity which covers areas that are not covered by the
core identity, but which gives the brand 9 a more holistic image. The extended identity is also
flexible for changes in trend and market. The last aspect, which is the brand essence, should
be seen as the soul of the brand, which is defined as that which is most important for the brand
and where the focus should be. The essence does not necessarily have to be communicated
outwards, although it can be used as an internal guideline. AJ Bombers, a small burger
restaurant in Milwaukee, is another good example for how Brand Identity can be boosted. The
owner, Joe Sorge, got the idea to combine social media with his restaurant business. He first
started with a Twitter account to engage with his customers and to respond to their comments.
Combined with his creativity in organizing different events related with social media, he
succeeded to make record sales not only during the event days, but also days after the event.
The use of social media to organize and promote these events created a word-of-mouth effect,
which increased the sales in the longer term, as opposed to traditional single day marketing
events. The overall return of investing a lot of time in social media marketing was 60-80%
revenue growth, compared to the period before meeting his online community (Bodnar 2010).
This clearly shows how social media can be used as an effective tool to form an identity with
the right type of associations for your brand, enabling even a small burger restaurant to be
successful in standing out and competing against its biggest competitors (e.g., Burger King and
McDonalds).

1.10 Brand positioning

To strengthen its Brand Identity a company has to choose where they want to position
their brand in order to get the best result. Ideally companies are in search for an unrealized
customer segment and market segment, but this can be difficult to find in practice. Brand
Positioning can be divided into two central parts (Keller et al. 2002): • Establishing a frame of
reference • Establishing differentiating and identifying characteristics the first part is supposed
to set out guidelines for identifying the main target group, the potential rivals, and how similar
the brand’s characteristics are to the competitors. The second part is interconnected with Brand
Identity, that is to say that how can the brand stand out amongst its competitors so that it will
be an attractive choice for the customer. With these two parts mapped and established the
company can define a position for their brand.

7
1.11 Seven Steps to Strategy

Social media networks are tools and since tools change constantly, a plan is needed to
guide the way. It is a common mistake to “fall in love” with specific tools leading to continuously
changing direction. That is why marketers should not focus on the tools themselves, but on how
to use these tools to develop a successful social media strategy. According to Jay Baer (Baer
2009) seven steps must be followed to develop a social media strategy: Martin Zwilling adds
some steps to Baer’s framework in the development of a social media strategy: (1) “Measure
respect and find influencers”, reaching people who are key influencers and understanding their
impact to gain resonance with the target audience; (2) “Get buy-ins from colleagues” because
some executives are slow to understand communication methods and results must be used to
convince them about the importance of social media as part of the marketing mix; and (3)
“Project the future”, forecast the future of social media rather than allowing changes to get the
company by surprise. 5.5 Social Medi

1.12 customer satisfaction with social media site

8
 CHAPTER:2

9
 2. LITERATURE OF REVIEW AND THERITICAL
FRAME WORK

2.1 Christine.A (2006)

The study commenced by giving the background of the study and what motivated the
researcher to conduct the study on the topic of social media. We saw how social media is
slowly becoming an important marketing tool which offers an companies‟ opportunity to
engage with their markets and to learn about customers‟ needs, important segments and
profile unlike main stream media i.e. radio or print channels. However, the implications are
that this is an uncontrolled environment that business do not have control over and therefore
it requires a robust social media strategy that also manages the comments posted by
consumers whether positive or n

2.2 Shamsudeen Ibrahim (2007)

The study started with the aim to analyses the different issues related to digital
marketing. Based on the discussion it has been found that in the case of digital marketing the
most important aspect is to connect with the users. The ladder of engagement has shown the
approaches to attach to the customers. The study has also revealed that to utilize digital
marketing effectively, the companies are required to design an effective platform. With the
example of Interest, the effectiveness of a social media platform has been discussed. The
current trends in digital marketing have also been discussed in the study

2.3 Safder M.A (2008)

Social media is working more as a search engine these days because people trust
people rather trusting companies. Also, people think that I would be cheaper to buy from the
people directly rather than going to the company website. Hence, an area of interest is
searched on a social media and concerned people are found and communicated with. social
media marketing creates a positive effect on many business markets such as financial
institutions. Travel and tourism Business

2.4 Lamminen Vera (2009)

The aim of this research was to determine the benefit of using SMM methods and
techniques, and, moreover, explain the SMM’s importance for small companies. This research
of the company Blendtec tried to give an answer to the following questions:

10
2.5 Rashad Yazdanifard (2010)

According to Gurau (2008), The online marketing environment raises a series of

opportunities and also challenges for social media marketing practitioners. The audiences
become more fragmented and proactive, but, on the other hand, the company has the possibility
to combine various modes and categories of information in a complex message. Social media
also permit the enterprises to collect, register, analyse and use customer data and feedback for
better targeting online audiences and customizing its messages (Gurau, 2008). In fact, the
specific characteristics of the Internet and social media applications are making the
implementation of integrated online marketing both inevitable and efficient for an online
approach

2.6 JARRAR JAFFERY (2011)

The suggestion box is a simple tool that uses the social media’s state of mind by
interacting and sharing ideas with customers. It consists of inviting the company’s customers or
supporters, to make suggestions in order to improve the company’s products, services, or
image. The community members are encouraged to vote or the best ideas, which are then
implemented by the company

2.7 Ammon Arave (2012)

Social media has grown to a point that it cannot simply be ignored. People from all
types of different demographics are using social media each day. And so, it makes sense to
use the social media platform for marketing purposes. Businesses from small to large as well
has higher education institutions have begun implementing social media into their marketing.
Studies show that higher education institutions are using social media more and more each
year; convinced that the social media marketing techniques are both less expensive and a more
effective way of marketing to prospective students. However, those prospective students don’t
feel the same

2.8 HOLLY PAQUETTE (2013)

Since social media sites can be exploited for the information it provides on consumer
behaviour with regards to their purchasing intentions, research further suggests that businesses
should incorporate social networking sites into their business model or promotional mix. A

11
business model is a system of co-dependent structures, activities, and processes that serve as
a firm’s organizing logic and create value for customers

2.9 ALGHARABAT.R (2017)

It is important to distinguish between the term of social media and social networking.
According to Wikipedia (2016b), social networking services could be identified as “an electronic
service, application, platform, or site used by individuals who have a common interest, beliefs,
attitudes, culture, activities and really life relationships

2.10 KUSHAL SINGH TOMAR (2018)

This literature review has been studied until tells the social media marketing is a
platform to reach our customer which the minimum constraints and made a direct link between
marketers to customers .Social media marketing is a new concept from business point view, it
is a chance for marketer to grab the oppournity of social media marketing for promoting their
product and target their customers

12
13
 3. Research Methodology

3.1 Source of data

The study involved both primary and secondary data collected for making a meaningful
influence on the topic study

3.2 Primary Data

If a community is established for research purposes, this should be considered primary

data

3.3 secondary data

Websites and online journals published reports &review of literature from published
articles

3.4 Research Design

Sampling Area: Chennai

Sampling Size: Questionnaire given to 150 respondents

Sampling Method: Gathering Quantitative and Qualitative data

The search design undertaken for the study is descriptive one. the methodology
involved in this design is mostly qualitative .it include surveys through questionnaire

3..5 structure and questionnaire

Questionnaire are divided into two section. First part was designed to know the general
information about customer and the second part contained the respondent’s opinion about
customer experience

3.6 SAMPLING TECHNIQUE

convenience of Sampling Method

A Convenience sampling method is one of the main types of non-probability sampling

methods. A convenience sampling is made up people who are easy to reach

3.7 Period of Study

The duration of study is form December 2020 to march 2021which is four months of study

14
3.8 Analytical tools

Percentage of analysis
Bar chart
Pie chart

3.9 Limitation of study

The study focuses just on more supermarkets and gives a comprehensive
information and data regarding customer from supermarket in the mentioned area in
Chennai
This study has shown the various determinants of customer perception and
experience
It is assumed that the study would be very useful to researchers as it provides
a clear insight into the various contributors to a superior customer experience which
in turn may create a deeper bond towards the retail outlet and will directly impact the
purchase behavior of the custom

15
16
 4. Data Analysis & Result

4.1.1 AGE OF RESPONDENTS

AGE(YEARS) FREQUENCY PERCENTAGE

15 TO 25 85 56.67%

26 TO 35 40 26.67%

36 TO 45 15 10.00%

46 TO 60 10 6.67%

TOTAL 150 100.00%

Source: primary data

AGE
COUNT PERCENTAGE
85

56.67

40

26.67

15

6.67
10

10

15 TO 25 26 TO 35 36 TO 45 46 TO 60

INTERPRETATION

From the above table it is interpreted that the number of responses is 15 to 25 is 56.67%, 26
to 35 are 26.67%, 36 to 45 are 10.00% and 46 to 60 aree 6.67%.

INFERENCE

Majority (56.67%) of the responses are from age of 15 to 26.

17
4.1.2 GENDER OF RESPONDENT

GENDER COUNT PERCENTAGE

MALE 86 57.33%
FEMALE 64 42.67%
TOTAL 150 100.00%

Source: primary data

GENDER
COUNT PERCENTAGE
86

64
57.33

42.67

MALE FEMALE

INTERPRETATION

From the above table it is interpreted that the number of responses is male is 57.33%, and
Female are 42.67%.

INFERENCE

Majority (57.33%) of the responses are from gender are Male

18
4.1.3 MARTIAL STATUS Of RESPONDENT

MARTIAL STATUS COUNT PERCENTAGE

SINGLE 102 68.00%
MARRIED 48 32.00%
TOTAL 150 100.00%

Source: primary data

MARITAL STATUS
COUNT PERCENTAGE
102

68

48

32

SINGLE MARRIED

INTERPRETATION

From the above table it is interpreted that the number of responses is single is 68.00%, and
Married are 32.00%.

INFERENCE

Majority (68.00%) of the responses are from gender are Single

19
 Table:4.1.4
1.what social media sites do you use for sales?

OPTION COUNT PERCENTAGE

YOU TUBE 42 28.00

TWITTER 19 12.67
FACEBOOK 27 18.00

WHATSAPP 61 40.67

Chart .4.1.4 what social media sites do you use for sales?
Source: primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is You tube is 28.00%,
Twitter are 12.67%, Facebook are 18.00% and WhatsApp are 40.67%

INFERENCE

Majority (40.67%) of the responses are from WhatsApp

20
 Table:4.1.5
2.Customer buy from stores and firm that offer the highest?

OPTION COUNT PERCENTAGE

VALUE OF THE 22 14.67
DOLLAR
COMPANY IMAGE 37 24.67

CUSTOMER 27 18.00
PERCEIVED VALUE
LEVEL OF THE 64 42.67
CUSTOMER
SATISFACTION

Chart :4.1.5 Customer buy from stores and firm that offer the highest
Source: primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is Value Of the dollar is
14.67%, Company image are 24.67%, Customer perceived value are 18.00% and Level of the
customer Satisfaction are 42.67%

INFERENCE

Majority (42.67%) of the responses are from Level of the customer satisfaction

21
 Table:4.1.6
3.What do you mean by attributing returns?
OPTION COUNT PERCENTAGE
NONE OF THESE 37 24.67
CALCULATING TOTAL 40 26.67
RETURN
FINDING OUR RETURN ON 40 26.67
INVESTMENT
ESTABLISHING UNBROKEN 31 20.67
CHAIN EVENTS FOR, THE
“INVESTMENT “TO THE
“RETURN”

Chart .4.1.6 What do you mean by attributing returns

Source: primary data

INTERPRETATION
From the above table it is interpreted that the number of responses is None of these
are24.67%, Calculating total return are 26.67%, Finding our return on Investment are 26.67%
and Establishing unbroken chain events for the “investment to the return” are 20.67%

INFERENCE

Majority (26.67%) of the responses are from Calculating total return, Finding our return on
investment

22
 Table:4.1.7
4.In social media, what type of marketing has become important for
advertisers?
OPTION COUNT PERCENTAGE
E-ELECTRONICS ADS 60 40.00
WORD OF MOUTH OR BUZZ 32 21.33
MARKETING
E-MAILED HANDBILL AND 22 14.67
ONINE PRESS KITS
PRODUCT PLACEMENT 32 21.33

Chart .4.1.7 In social media, what type of marketing has become important
for advertisers
Source. Primary data

INTERPRETATION
From the above table it is interpreted that the number of responses is E-electronics ads are
40.00%, word of mouth or buzz marketing are 21.33%, E-mailed handbill and online press kits
are 14.67% and Product placement are 21.33%

INFERENCE

Majority (40.00%) of the responses are from E-electronics ads

23
 Table:4.1.8
5.Which of the following is central to any definition of marketing?

OPTION COUNT PERCENTAGE

MAKING PROFIT 36 24.00

CUSTOMER RELATIONSHIP 51 34.00
DEMAND MANAGEMENT 32 21.33
MAKING SALES 28 18.67

Chart .4.1.8 Which of the following is central to any definition of

marketing
Source. Primary data

INTERPRETATION
From the above table it is interpreted that the number of responses is making profit are
24.00%, customer relationship are 34.00%, and Demand management are 21.33%and
making sales are 18.67%

INFERENCE

Majority (34.00%) of the responses are from Customer relationship

24
 Table:4.1.9
6. How are social networks used in workplace communication?

OPTION COUNT PERCENTAGE

TO REACH PEOPLE 31 20.67

TO INVITE PEOPLE 31 20.67
TO ENHANCE 21 14.00
ALL OF THESE 66 44.00

Chart. 4.1.9 How are social networks used in workplace communication?

Source: primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is to reach people is
20.67%, To invite people are 20.67%, To enhance are 14.00% and All of these are 44.00%

INFERENCE

Majority (44.00%) of the responses are from All of these

25
 Table:4.1.10

7. Most companies have a written social media policy?

OPTION COUNT PERCENTAGE

YES 112 74.67

NO 33 22.00

Chart. 4.1.10 Most companies have a written social media policy

Source: primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is Yes 74.67%, No
22.00%

INFERENCE

Majority (74.67%) of the responses are from Yes

26
 Table:4.1.11
8. Is the set of benefits a company promises to deliver its consumers to
satisfy their need?

OPTION COUNT PERCENTAGE

A VALUE PROPOSITION 39 26.00
LOW PRICING 34 22.67
GOOD CUSTOMER 52 34.67
SERVICE
A MONEY BACK 23 15.33
GUARANTEE

Chart. 4.1.11 Is the set of benefits a company promises to deliver its

consumers to satisfy their need
Source. primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is A value proposition are
26.00%, low pricing are 22.67%, good customer service are 34.67%A money back guarantee
are15.33%

INFERENCE

Majority (34.67%) of the responses are from Good customer service

27
 Table:4.1.12
9. What type of conversation gets higher attention from customers?

OPTION COUNT PERCENTAGE

POSITIVE 73 48.67
NEGATIVE 26 17.33
NEUTRAL 36 24.00
NONE OF THESE 13 8.67

Chart: 4.1.12 What type of conversation gets higher attention from

customers
Source. primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is Positive are 48.67%,
Negative are 17.33%, Neutral are 24.00% and None of these are 8.67%

INFERENCE

Majority (48.67%) of the responses are from Positive

28
 Table:4.1.13
10.Do you use sales networking sites through your mobiles phone?

OPTION COUNT PERCENTAGE

YES 101 67.33

NO 46 30.67

Chart: 4.1.13 Do you use sales networking sites through your mobiles
phone
Source. primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is yes are 67.33%, No are
3.67%

INFERENCE

Majority (67.33%) of the responses are from yes

29
 Table:4.1.14
11. Why use technology in your marketing?

OPTION COUNT PERCENTAGE

TO KNOW ABOUT DATA 27 18.00
TO SEARCH FOR 25 16.67
RESOURCES
TO DOWNLOAD SOME 23 15.33
REFERENCES
TO KNOW ABOUIT THE 19 12.67
SALES
ALL OF THESE 56 37.33

Chart :4.1.14 Why use technology in your marketing

Source. primary data

INTERPRETATION
From the above table it is interpreted that the number of responses is To know about data
18.00%, To search for resources are 16.67%, to download some references are 15.33%, to
know about the sales are 12.67% and All of these are 37.33%

INFERENCE

Majority (37.33%) of the responses are from All of these

30
 Table:4.1.15
12.which of the following search origin you use most for marketing?

OPTION COUNT PERCENTAGE

MSN 24 16.00
BING 21 14.00
GOOGLE 98 65.33
YAHOO 4 2.67

Chart: 4.1.15 which of the following search origin you use most for
marketing
Source. primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is MSN are 16.00%, BING
are 14.00%, GOOGLE are 65.33% and YAHOO are 2.67%

INFERENCE

Majority (65.33%) of the responses are from GOOGLE

31
 Table:4.1.16
13. What are the activities that you use marketing technology for?

OPTION COUNT PERCENTAGE

ACADEMIC TASKS 24 16.00
COMMUNICATING WITH 42 28.00
FAMILY AND FRIENDS
BOTH 83 55.33

Chart :4.1.16 What are the activities that you use marketing technology
for
Source. primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is Academic tasks are
16.00%, communicating with family and friends are 28.00 and both are 55.33%

INFERENCE

Majority (55.33%) of the responses are from both

32
 Table:4.1.17
14. What kind of communities to do you subscribe to on social networking
sites?

OPTION COUNT PERCENTAGE

ENTERTAINMENT 31 20.67
INFORMATIONAL
52 34.67
MARKETING 37 24.67
ANY OTHER 30 20.00

Chart :4.1.17 What kind of communities to do you subscribe to on

social networking sites
Source. primary data

INTERPRETATION

From the above table it is interpreted that the number of responses is Entertainment are
20.67%, Informational are 34.67%, marketing are 24.67%and any other 20.00%

INFERENCE

Majority (34.67%) of the responses are from Informational

33
 Table:4.1.18
15. Which of the following is currently the fastest growing from of
marketing?

OPTION COUNT PERCENTAGE

ONLINE MARKETING 64 42.67
WORD OF MOUTH 31 20.67
MARKETING
ALL OF THESE 39 26.00
MASS MEDIA 15 10.00
MARKETING

Chart :4.1.18 Which of the following is currently the fastest growing from
of marketing?
Source. primary data

INTERPRETATION
From the above table it is interpreted that the number of responses is Online marketing are
42.67%, Word of mouth marketing are 20.67%, All of these are 26.00% and Mass media
marketing 10.00%

INFERENCE

Majority (42.67%) of the responses are from Online marketing

34
 A total of 127students completed the survey. All of the students were in their last month
of high school or had finished in previous years. 23 parents finished the survey. Similar to other
studies from the literature review that asked students directly if and how they used social media
tools for communicating or seeking information about colleges, students did not acknowledge
social media as a tool they used. Questions on seeking information about colleges referred to
the three largest social media sites as sited from various sources in the literature review:
Facebook, WhatsApp, YouTube and Twitter. Other online tools 31 ranked above Facebook,
WhatsApp, YouTube and Twitter. However, in a follow up question the survey asked students
and parents to site other online tools used in seeking information about colleges. With the
exception of a few scholarship sites, such as fast web, students and parents mentioned sites
like google.com, school websites and advice from friends and family among many other
responses that wouldn’t qualify as online tools for seeking information about college
etc……………

4.5 BUILDING A LOYAL COMMUNITY

Ability to create a community of people who are loyal to your brand and to foster this relationship
is what makes social networks such a perfect place for modern businesses. You are now able
to gather those who are interested in your business or your area of expertise by building your
online community. In addition, you are able to broadcast your message, to promote your
company by introducing it to the community of loyal followers. Working on engagement and
creating an authentic and valuable environment, you will be able to make the most out of that
community, which will result in multiple benefits for your business.

4.6 WORK ON PRODUCT DEVELOPMENT

Having learnt from the community, you can now integrate the knowledge into improving
your products, improving packaging or perhaps your relationship with the clients. You
will learn the things buyers like and do not like, so that you can work on developing your
products even further, in order to adapt to the demanding market.
4.7 LEARN FROM THE COMMUNITY

The feeling of community will allow you to create an atmosphere from which you can learn about
your customers and about your products as well. Interaction with buyers will help you explore
their motives and needs when buying from you, as well as what inspires them to buy. Interaction

35
with potential buyers will help you discover dilemmas they might have, as well as what drives
them to make a decision to buy or not to buy.

4.8 IMPROVE SALES

Another major benefit of social media marketing, which results in increasing profit of your
company, is improving sales, regardless if you own an online shop or you want to encourage
people to visit your business on a specific location.

When it comes to online shopping, social media can help you drive traffic to your online store,
where you can convert the social followers into buyers. Your goal is to maximize the click-
through rate, which will ensure that the visitors are actually visiting your online store. As a result,
they are more likely to buy from you.

Local businesses can also benefit from social media, as you can ask users to share images, to
check in to the location, which will increase visibility of your business on social networks.

In both of these cases, social media is good for working on branding and establishing loyal
relationship with the customers, which is something that will help you improve sales in the future

36
37
 5.Finding

The findings published by business professional and marketers support the fact that
businesses can have a lot of benefits from using social networks, which is why implementation
of those has become a part of business practice. This is why social media marketing is no
longer considered to be on probation, but instead it has become an important part of the
business world. The best way to evaluate the importance of applying social media in marketing
is to realize the importance of social media in everyday life of people who are likely to become
your customers. Social media marketing has become a necessity, one that is imposed to the
business by the overall presence and impact social networks have on the users.

In spite of the fact that social media presence has become a necessity, there are numerous
ways to leverage social media presence into improving your business, and here are some of
the major benefits.

5.1 Discussion & conclusion

In the world with over 70% of internet users active on social networks, who spend at least
one hour a day on average on those social networks, we have to conclude that social networks
have become a sort of reality in which people communicate, interact, and obviously trust. We
also have to be aware that over 60% of those users access social networks via mobile devices,
with strong indicators that this percent will only increase in the future years.

In such world, we have to admit that social networks are a new dimension of reality that has
become a part of the business world as well. Over 90% marketers report they are or will be
using social networks for business, while over 60% of them claim to have acquired new
customers over social networks. Social media marketing is a hot topic for companies. It allows
companies to establish a communication channel with its customers, market their products,
build brand equity, and increase customers’ loyalty. However, as it is a two-way channel, it
requires effort and care to manage this communication. Dissatisfied customers can complain
out loud, reaching many other customers easily and damaging the brand’s image.
In order to avoid the risk of damaging the brand’s image rather than improving it, the company
should align their social media marketing with the global marketing strategy of the company. In
order to do this, the company must select the profile of people that matches its target segment
and communicate with them accordingly. The company should also select the best
communication tool, such as suggestion boxes, widgets, and deal-of-the-day, according to what

38
the marketing objectives are and to whom they wish to communicate. As presented in the report,
if the social media marketing is managed effectively, it can be an efficient marketing tool,
allowing the company to better understand its customers and strengthen the positioning of its
brand, as well as generating new sales. To have a successful presence on the social web, as
well as making sure that the brand identity is positive, one has to closely monitor and analyze
this brand. When it comes to marketing on social media, SMM tools are definitely the best way
to measure ROI. To give a general answer of which tool is the most appropriate for all
corporations is a very difficult task. This is because different companies have different
requirements. Some companies may need a specific feature that is only available in specific
tools, while other companies need the most functions and are willing to pay the price associated
with a tool that meets their requirements

5.2 Future Work

Since this field is relatively new, there are lots of things remaining to be done. One approach
that could extend this report would be to gather different social media strategies, implement
each one of them separately and then measuring their results and impact with a SMM tool. The
results could then be analysed and compared. This might make it possible to draw some kind
of conclusion about which strategy is best. The result of this testing would be very interesting
for many companies in search of the most effective strategy. Of course, this raises the question
of if everyone does the same thing in social space, will it continue to be effective? As we have
seen there are lots of different SMM tools at different prices, some specializing in certain social
media while others are all-around tools. Another approach to extend this work would be to set
up a website to guide a company in choosing the right SMM tool. The company could enter
what it requires from a SMM tool, as well as how much they are ready to pay for it. The website
should match these requirements with the appropriate SMM tools, and then present the
matches in such a way that the user can easily comp

39
References Books and Reports

Aaker, David A. & Joachimsthaler: Erich (2002). Brand Leadership. London: Simon & Schuster UK
Ltd

Kapferer, Jean-Noël :(2004). The New Strategic Brand Management. London: Kogan Page

Keller, Kevin Lane :(2003). Strategic Brand Management. New Jersey: Pearson Education, Inc

40
Internet site

4 Internet Alterian (2011). "Alterian Social Media Monitoring - SM2"

5 Anderson, Tac (2010). “The 3 types of social media strategy”, 8 April
6 Armano, Davis (2009). "Yes, your social media strategy needs design", 21 July
7 Aronica, Janet (2011). "What Are the Best Social Media Monitoring Tools?", 20 April

41
 APPENDIX

QUESTIONNAIRE OF SOCIAL MEDIA MARKETING

BY
NAME = B. HEMALATHA

NAME OF THE PARTICIPANT

ANS=_________________________

AGE
o 15 to 20
o 26 to 35
o 36 to 45
o 46 to 55
Gender
o Male
o Female

Marital status
o Married
o Unmarried

What social media sites do you use for sales?

o YouTube
o Twitter
o Facebook
o What’s app
Customers buy from stores and firms that offer the highest?
o Value of the dollar
o Company image

42
o Customer pre-received value
o Level of the customer satisfaction

What do you mean by attributing returns?

o None of these
o Calculating total return
o Finding our return on investment
o Establishment unbroken chain events from the “investment” to the return

In social media, what type of marketing has become important for

advertisers?
o Electronic ads
o Word of mouth or buzz marketing
o E-mailed handbill and online press kits
o Product placement

which of the following is central to any definition of marketing?

o Making profit
o Customer relationship
o Demand management
o Making sale

How are social networks used in workplace communication?

o To reach people
o To invite people
o To enhance
o All of these
Most companies have a written social media policy?
o Yes
o No

43
 Is the set of benefits a company promises to deliver its consumers to
satisfy their need?
o A value propositions
o Low pricing
o Good customer service
o A money back guarantee
What type of conversation gets higher attention from customers?
o Positive
o Negative
o Neutral
o None of these
Do you use sales networking sites through your mobile phone?
o Yes
o No
Why use technology in your marketing?
o To know about data
o To search for resources
o To download some references
o To know about the sales
o All the above
Which of the following search origin you use most for marketing?
o MSN
o BING
o GOOGLE
o YAHOO
What are the activities that you use marketing technology for?
o Academic takes
o Communicating with family and friends
o Both

44
 What kind of communities to do you subscribe to on social networking
sites?
o Entertainment
o Information
o Marketing
o Ant other

Which of the following is currently the fastest growing form of marketing?

o Online marketing
o Word of mouth marketing
o Mass media marketing
o All of these

45
46