ST ALOYSIUS (DEEMED TO

BE UNIVERSITY) MANGALURU

Project Report on the topic titled

“Impact of Social Media on Product Promotion and Advertising”

Submitted to St Aloysius (Deemed to be University), Mangaluru as a part of

Continuous Internal Assessment

By:
1. P.S Mohammed Shazin – 1 BCom 24130645
2. Rajiv Shenoy – 1 BCom 24130646
3. Ridhi Dayanand – 1 BCom 24130647
4. Rohan Floston Cutinha – 1 BCom 24130648

Under the guidance of

CA LOVEL MONTHEIRO

DEPARTMENT OF COMMERCE
 ST ALOYSIUS (DEEMED TO BE UNIVERSITY)

KODIALBAIL, MANGALURU, KARNATAKA – 575003

CERTIFICATE

This is to certify that MR. P.S MOHAMMED SHAZIN (24130645), MR.

RAJIV SHENOY (24130646), MS. RIDHI DAYANAND (24130647), MR.
ROHAN FLOSTON CUTINHA (24130648) has successfully completed the
project report on the topic titled “IMPACT OF SOCIAL MEDIA ON
PRODUCT PROMOTION AND ADVERTISING” under my guidance. This
Project Report is submitted to ST ALOYSIUS (DEEMED TO BE
UNIVERSITY), MANGALURU as a part of Continuous Internal Assessment.

DATE: 10.10.2024
PLACE: MANGALURU
Project guide
Signature with name and designation

Seal
 DECLARATION

We hereby declare that the project report titled “IMPACT OF

SOCIAL MEDIA ON PRODUCT PROMOTION AND
ADVERTISING” submitted by us to the Department of
Commerce, St. Aloysius (Deemed to be University), Mangaluru,
as a part of Continuous Internal Assessment, is our original
work and done under the guidance of CA Lovel Montheiro.
Furthermore, we declare that the project report has not been
submitted for the award of any other degree, diploma,
fellowship or any other similar title or prize.

DATE: 10.10.2024 Signature

PLACE: MANGALURU
 TABLE OF CONTENTS

CHAPTER NO. CONTENTS

CHAPTER 1 INTRODUCTION

CHAPTER 2 LITERATURE
REVIEW

CHAPTER 3 DATA ANALYSIS AND

INTERPRETATION

CHAPTER 4 FINDINGS,
SIUGGESTIONS AND
CONCLUSION
 Impact of social media on
product promotion and
advertising

CHAPTER 1
INTRODUCTION
Introduction:
In today's digital age, social media is not just a tool; it is a revolutionary force that has
reshaped industries and consumer behavior on a global scale. For businesses, it has
become an indispensable platform for promoting products, enabling companies to
reach audiences at an unprecedented scale. From the rise of influencers to the
explosion of targeted advertising, social media’s impact on product promotion is
undeniable, offering a level of engagement, reach, and authenticity that traditional
advertising could never achieve. Social media helps in product promotion, focusing
on its unparalleled ability to drive brand visibility, foster meaningful consumer
relationships, and boost conversions.

NOW WHAT EXACTLY IS SOCIAL MEDIA?

Social media refers to those online platforms and technologies that allow users to
create, share, and exchange content, communicate with others, and participate in
social networking. These platforms enable users to interact with one another through
text, images, videos, and other multimedia formats. Some well-known social media
platforms include Facebook, Instagram, Twitter, LinkedIn, Snapchat, and YouTube.

Social media has revolutionized the way products reach consumers, turning platforms
into powerful engines of influence. With its ability to create instant engagement, build
authentic connections, and amplify brand visibility, social media is now the key to
driving product awareness, fostering trust, and converting followers into loyal
customers. In a world where attention is currency, the impact of social media on
promoting products is unfathomable.
 WHAT ARE THE DIFFERENT WAYS BY WHICH ONE
CAN PROMOTE OR ADVERTISE A BRAND OR A
PRODUCT?
To pin it all down, there are various strategies to effectively promote a product,
depending on the audience, budget, and goals, they are as follows:

i. Utilization of platforms like Instagram, Facebook, TikTok, and Twitter to reach a

large audience by creating targeted ads and collaborating with influencers to
create buzz.
ii. Create valuable, engaging content like blogs, videos, or infographics to attract and
inform your audience about the product.
iii. Partner with influencers or industry leaders who have a following to promote your
product to their audience.
iv. Optimize your website and product pages for search engines to increase visibility
when potential customers search for related terms.
v. Organize promotions that encourage user participation, sharing, and engagement,
often in exchange for product samples or discounts.
vi. Offer incentives for current customers to refer new customers, such as discounts,
free products, or rewards.
vii. Encourage satisfied customers to leave reviews or testimonials, as social proof can
influence buying decisions.
viii. Attend or host events where you can showcase your product directly to an
engaged audience.
ix. Collaborate with complementary brands or businesses to cross-promote
products to each other’s customer bases.
x. Offer free samples or trials to let potential customers experience the product
before buying.

WHO ARE THE POTENTIAL USERS OF SOCIAL MEDIA?

 When it comes to marketing, social media users can be segmented into several key
groups:

 Influencers are pivotal, as their large, engaged audiences can help brands reach
new customers through promotions and partnerships.
 Content creators also play a vital role, producing high-quality material that brands
can leverage for greater visibility.
 Consumers use social media to discover products, read reviews, and make
purchasing decisions, often interacting with branded content or advertisements.
 Sharers amplify marketing efforts by distributing posts, deals, and campaigns to
their networks, helping content go viral.
 Commentators and socializers offer valuable feedback and discussions that can
generate buzz around a product or service.
 Finally, trend followers are crucial for brands looking to capitalize on viral
content, while loyal customers support for their favorite products, spreading
positive word-of-mouth and reinforcing brand loyalty.
  These different types of users create a dynamic marketing landscape on social
media platforms.

1. Scope of the study:

 In this group project, we will focus on how social media impacts the field of
brand and product promotion.
 Here, for our study, we are analysing brands which grew more in market
capital and size thanks to the help of social media.
 Our group will be targeting and studying brands which owes a large part of
its growth to social media for its help in brand/product advertising and
promotion and accordingly we will conduct the study based on the data.

2. Objectives of the study:

Following are the major objectives of the study:

1. To analyze consumer behavior towards social media marketing

2. To know the recent status relating to the impact of social media marketing.
3. Assessing brand awareness and measuring how social media marketing efforts
improve brand visibility.
4. Evaluating customer engagement and analyzing the level and type of interaction
media marketing generates from users.
5. Impact on brand perception and evaluating how social media marketing shapes
customer attitudes and perceptions toward the brand, both positively and negatively.
6. Understanding consumer behavior and investigating how social media influences
purchasing decisions, brand loyalty, and customer preferences.

3. Nature of the study:

There are mainly two broad sources of collecting secondary data, which our group
will be using for our study, they are:

I. Published Sources:

1. Government publications:

These are the sources where the Ministry of Central and State government of India
publish a variety of statistics in regular basis, these data are considerably reliable.

2. Semi – government publications:

Here, municipalities publish data related to health, birth, death, education

3. Commission and committee reports:

These are the reports which are to be done by the Finance commission, planning
commission to publish statistical information.

4. Trade association publications:

Here, some trade journals or trade publications write or publish periodicals for and by
the people involving in a particular industry.

5. Government organization publications:

These are publications where government organizations like NSSO, DRDO, CSO
publish statistical information.

II. Unpublished Sources:

 Statistical data can be acquired from several unpublished sources where the
data has already been collected beforehand.
 These sources won’t be published for the public.
 They can be used by the investigators as secondary data.

 Ex: Research work done by professor, records maintained by companies,

hospitals, schools and colleges, etc.,

4. Limitations of the study:

 Not very accurate and reliable because of it being processed data.
 Outdated data because it is collected from third person.
 The collected data may not satisfy one’s objective.
 Sources may contain bias.
 May require time to understand the data is one may not be familiar.
 CHAPTER 2
LITERATURE REVIEW
Introduction:
A literature review is a summary and critical analysis of existing research on a topic, and is an
important part of man y research projects. It's a way to demonstrate your understanding of a
topic and how your research contributes to the field. It is an overview of the previously
published works on a topic. The term can refer to a full or a section of a scholarly work such
as a book, or an article. A literature review is supposed to provide the researcher /author and
the audiences with a general image of the existing knowledge about the topic under the given
question.
To be precise, a literature review serves to situate the current study within the body of the
relevant literature and to provide context for the reader.

Purpose of Literature Review:

 A literature review gathers and organizes current knowledge in the field.
 It highlights areas where more research is needed.
 It places your research within the context of previous studies and debates.
 It compares and contrasts different studies and identifies trends, themes, and
disagreements.
 A well-done literature review justifies the need for the research being undertaken by
showing its importance in relation to what has already been done.
 Literature reviews provide you with a handy guide to a particular topic. If you have
limited time to conduct research, literature reviews can give you an overview or act as a
stepping stone.
 For professionals, they are useful reports that keep them up to date with what is current in
the field.
 For scholars, the depth and breadth of the literature review emphasizes the credibility of
the writer in his or her field. Literature reviews also provide a solid background for a
research paper's investigation.
About Red Bull:

Red Bull is owned by Red Bull GmbH, an Austrian company co-founded by Dietrich
Mateschitz and Chaleo Yoovidhya in 1987. Mateschitz, an Austrian entrepreneur,
discovered a Thai energy drink called Krating Daeng, created by Chaleo Yoovidhya, and the
two partnered to modify it for international markets, branding it as Red Bull.

The ownership is divided between the two families:

 Dietrich Mateschitz's estate (after his death in 2022) owns 49% of the company.
 Chaleo Yoovidhya’s family owns 51%, maintaining the majority stake in the business.

With a market share of 43%, Red Bull is the third most valuable soft drink brand,
behind Coca-Cola and Pepsi. Since its launch in 1987, more than 100 billion cans of Red Bull
have been sold worldwide.

Red Bull is one of the world's most valuable food and drink brands, with a brand value
of $22.15 billion as of July 2024.

Originally available only in a single nondescript flavour sold in a tall and slim silver and blue
can, called Red Bull Energy Drink, the drink added numerous variants over time. Its slogan,
"Red Bull Gives You Wings", is considered one of the most popular and
memorable advertising slogans in the world. Rather than following a traditional marketing
approach, Red Bull has generated awareness and created a "brand myth" through
proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull
Air Race, Red Bull Crashed Ice and standout stunts such as the Stratos space diving project
In addition to sport series, its marketing includes multiple team ownerships; celebrity
endorsements; and music, through its Red Bull Records label.

Redbull’s Marketing Strategy:

Red Bull’s visual branding has been a significant factor in the brand’s success as well. Red
Bull conveys the idea “we give people the energy to do anything” through the brand’s
vibrant colours, logo, and extremely creative visual content, which includes warm and
energizing hues, intriguing experiments, and frantic shows.
 Their YouTube channel is packed with thrilling stunts, action sports clips, and branded series
like "Red Bull TV." This approach makes their content shareable and viral. On Instagram,
they focus on visually appealing images and videos of extreme sports, lifestyle imagery, and
inspirational content

Red Bull’s content covers extreme sports, festivals, and a fast-paced lifestyle, aligning with
their product’s ability to provide energy. Their content also covers a wide variety of interests,
such as music, art, dance, and nightlife, making it accessible to a wide range of viewers on
various social media platforms. Red Bull’s messaging strategy centres on their tagline, “Red
Bull Gives You Wings,” emphasizing the idea that their product provides people with the
energy and power to pursue their goals and desires.

The company produces content that entertains and excites rather than just promoting the
drink. They focus on extreme sports, music, and high-energy events, which align with their
brand identity of energy and adventure. This content resonates with their audience, making
Red Bull synonymous with adrenaline and adventure. The company has beautifully captured
the social media users attention by its eye-catching graphics and copy writing posts, which
have made it more attractive and just scroll down without checking them up. This shows their
high quality & rich content posts that are posted keeping in mind the likes of their audience.

Red Bull sponsors athletes, teams, and events in extreme sports like Formula 1,
snowboarding, BMX, and skateboarding. Through social media, they share behind-the-scenes
footage, athlete profiles, and live event coverage, building a large, engaged following. By
collaborating with athletes, extreme sports enthusiasts, and other influencers, Red Bull taps
into the social followings of these personalities. They build organic relationships, ensuring
their brand message aligns with the lifestyles and interests of their target audience.

References:

i. https://coschedule.com/marketing-strategy/marketing-strategy-examples/red-bull-
marketing-strategy
ii. https://www.digitalvidya.com/blog/how-red-bull-uses-social-media-as-the-key-platform-
to-build-its-brand/

About Nike:
Nike, Inc. (stylized as NIKE) is an American athletic footwear and apparel corporation
headquartered near Beaverton, Oregon, United States. It is the world's largest supplier
of athletic shoes and apparel and a major manufacturer of sports equipment. It is one of the
most recognizable brands in the world, with a market capitalization of nearly $35 billion.
From the iconic swoosh logo to the ‘Just Do It' slogan, which has become part of pop
culture. The retail behemoth has expanded beyond the realm of selling sportswear to position
itself as a lifestyle brand.

The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill
Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The
company takes its name from Nike, the Greek goddess of victory. Nike markets its products
under its own brand, as well as Nike Golf, Nike Pro, Nike+, Nike Blazers, Air Force 1, Nike
Dunks, Nike Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries
including Air Jordan and Converse. Nike sponsors many high-profile athletes and sports
teams around the world.

Nike’s Marketing Strategy:

One of the key elements of Nike’s social media strategy is its willingness to experiment with
different content formats.
This includes using videos, graphics, or other types of multimedia to showcase their products
and stories. By using a variety of content formats, Nike can keep its audience engaged in its
content. Nike often encourages its followers to share their own stories and experiences, using
hashtags (such as #nikefc, #nikewomen, and #justdoit) and other tactics to spark
conversations and create a sense of community.
Besides sharing content, Nike also uses its social media channels to listen to its customers
and respond to their comments and questions in a timely and personalized manner. This helps
them solidify their relationship with their audience and build further trust in their products. It
also shows the brand’s commitment to customer service and helps to develop loyalty among
its audience.
Nike partners with athletes, celebrities, and influencers to reach a broader audience. High-
profile endorsements and collaborations with figures like Cristiano Ronaldo, Micheal
Jordan, LeBron James or Serena Williams help Nike stay relevant and aspirational. These
partnerships are often amplified across social media platforms.
Nike leverages platforms like Instagram, Twitter, and YouTube to share compelling stories
that resonate with their audience. By focusing on athletes, inspirational figures, and social
causes, they create emotional connections with users, building brand loyalty.
Nike’s integration of technology into their marketing strategies ensures they stay relevant and
engaging in a digital-first world.
The company use augmented reality (AR), mobile apps, and timely engagement with social
media trends to create a more interactive experience.
 Launching various interactive campaigns that captivate and engage on multiple levels
 Engage users with digital experiences that go beyond conventional advertising. Across all
platforms, from Instagram to Twitter.
Nike maintains a cohesive and recognizable visual identity. This consistency ensures that their
branding is unmistakable and memorable.
 Maintain a cohesive look to strengthen brand recognition.
 Use iconic branding to ensure instant recognition and association with the brand’s values.
By focusing on emotional storytelling, leveraging strong influencer partnerships, embracing
user-generated content, innovating with technology, and maintaining a consistent visual
identity, they create a lifestyle appeal that transcends the products they sell. This strategy not
only positions Nike as a leader in the industry but also as a pivotal part of their customers’
lives. By understanding and implementing these strategies, other brands can gain insights into
building a lasting presence in the market.

References:

i. https://keyhole.co/blog/nike-social-media-strategy/
ii. https://yoursocialstrategy.medium.com/understanding-nikes-social-media-strategy-
why-it-works-88f9cba69182

About Crocs:
In the world of fashion, trends come and go, but sometimes a brand
manages to make a remarkable comeback. One such brand that defied
the odds is Crocs. Once known for their polarizing appearance, Crocs has
made a resurgence in recent years. Crocs is a global footwear company
known for its distinctive clog-style shoes. Headquartered in Niwot,
Colorado, Crocs operates in over 90 countries worldwide, including the
United States, Canada, Europe, and Asia. With a wide range of products
catering to men, women, and children, Crocs primarily targets individuals
seeking comfortable and casual footwear options.
Crocs initially gained popularity in the early 2000s, with their unique and
comfortable clog-style footwear. However, as time went on, the brand
faced significant criticism for their unconventional design, often being
labelled as "ugly" or "unstylish."

Instead of succumbing to the criticism, Crocs decided to focus on their

core strengths and value proposition. They recognized that their
shoes provided unparalleled comfort, durability, and functionality.

Crocs’ Marketing Strategy:

Crocs sponsored influencer-created content on social media platforms.
They collaborated with influencers who had a strong following and
engaged audience, and sponsored posts where influencers would
showcase Crocs in a creative and authentic way. This strategy allowed
Crocs to tap into the influencers' established credibility and reach,
leveraging their influence to promote the brand and generate interest
among their followers.
This allowed them to tap into new markets and showcase the versatility of
their products. Collaborations with Justin Bieber, Post Malone, and
Balenciaga brought Crocs into the spotlight, attracting a younger and
trend-conscious audience. These individuals were chosen based on their
relevance to Crocs' target audience and their alignment with the brand's
values and image. Brand ambassadors would regularly feature Crocs in
their social media posts, showcasing how they incorporate the shoes into
their lifestyle and fashion choices. This partnership helped to create buzz,
increase brand visibility, and shape the narrative around Crocs as a trendy
and fashionable choice.
Crocs leveraged the power of social media to connect with their
customers and shape their brand narrative. They actively engaged with
their audience, encouraged user-generated content, and showcased real-
life stories of people enjoying their products. By cultivating a vibrant
online community,
Crocs successfully repositioned themselves as a trendy and inclusive
brand. From sandals to sneakers, the brand was looking to target the
attention of Gen Z who has become attributed to the brand’s vision. Crocs
allowed influencers and celebrities to take over their social media
accounts for a day or a specific campaign.
This strategy gave the influencers creative control over the content,
allowing them to share their experiences, showcase their personal style,
and highlight how they incorporate Crocs into their everyday lives.
Influencer takeovers provided a fresh perspective and expanded the reach
of Crocs' social media presence, while also shaping the brand narrative by
associating it with the influencers' image and lifestyle.
Crocs actively engaged with their audience on social media
platforms like Instagram, Twitter, and Facebook. They responded to
customer comments, inquiries, and feedback promptly, fostering a sense
of connection and building a community around their brand. By actively
participating in conversations, Crocs showed their commitment to
customer satisfaction and cultivated a loyal following.

References:
i. https://www.linkedin.com/pulse/vs22-triumphant-return-crocs-dan-sixsmith-
b3fte#:~:text=Leveraging%20Social%20Media%3A&text=By%20cultivating%20a
%20vibrant%20online,attributed%20to%20the%20brand's%20vision
ii. https://www.ambassify.com/content/crocs-social-media-marketing/
About Lenskart:

Lenskart , the leading online eyewear retailer, harnessed the power of a

multi-faceted digital marketing approach. This encompassed a blend of
search engine optimization, social media advertising, and email
marketing, resulting in remarkable outcomes. Their strategy led to a
significant surge in website traffic, boosted online sales, and elevated
brand recognition. Lenskart was found in the year 2010 by Peyush
Bansal along with Sumeet Kapahi and Amit Chaudhary and was
initially called "Valyoo Technologies". It was initiated to assist
approximately one-third of the Indian population grappling with vision
problems, making quality eyewear and lenses accessible at an affordable
cost.

Lenskart’s Marketing Strategy:

What made Lenskart's strategy even more effective was their shrewd
utilization of influencer marketing and tailored promotional campaigns,
further amplifying their achievements. By prioritizing the customer
experience, Lenskart not only enhanced their online sales but also forged
a formidable brand presence in the fiercely competitive eyewear market.
2.76% of Lenskart’s engagement originates from various social media
platforms such as YouTube, Facebook, and Instagram. This translates to
nearly 2.8k monthly visitors being solely driven by advertisements on
these platforms.
Social media marketing involves promoting a business online on specific
platforms tailored to the business's needs. It is one of the most effective
marketing strategies due to its cost effectiveness , potential to convert
leads and high flexibility. Social media marketing is a budget friendly way
to create an updated and engaging online and social presence that
reflects your brand identity and value. Lenskart has a well-rounded
and engaging social media presence on YouTube with 166k
subscribers , Facebook with 1.5M followers , Instagram 668k
followers ,LinkedIn 174k followers, twitter with 30.6k followers and
WhatsApp . YouTube is one of their largest channels with a cumulative
view count of more than 3.5 million. It is responsible for 53.42% of the
total traffic , making it the largest contributor . They mostly show updates
on the latest collection, offers and unboxing videos for their YouTube
channel .They also repo st influencer content to increase their presence.
Facebook and LinkedIn occupy the 2nd and 3rd positions respectively by
contributing 19.79% and 08.83% each. With close to 174k followers on
 LinkedIn, Lenskart is one of
the few businesses that
are appropriately utilizing LinkedIn
to reach a highly specific demographic.

And their Facebook account has 1.5 million followers who engage with
their content regularly. Their Facebook content consists of updates on the
latest offers and deals, service-related information, and an aesthetic feed
to reflect their brand image. WhatsApp occupies the 4th position by
bringing in 7.91% of the traffic respectively. Therefore, we can say that
social media played a big role in its growth.
References
i. https://digitalscholar.in/lenskart-digital-marketing-strategies/%20-%20:~:text=Lenskart
%2C%20an%20online%20eyewear%20retailer,online%20sales%2C%20and%20brand
%20awareness
ii. https://www.linkedin.com/pulse/case-study-digital-marketing-strategy-
lenskart-brand-strategist-kafcf

About Zomato:
Zomato is an Indian multinational restaurant aggregator and food delivery company. It was
founded by Deepinder Goyal and Pankaj Chaddah in 2008. Zomato provides information,
menus and user-reviews of restaurants as well as food delivery options from partner
restaurants in more than 1,000 Indian cities and towns, as of 2022–23. Zomato rivals Swiggy
in food delivery and hyperlocal space. Zomato often organizes contests, giveaways, and polls
to encourage user participation. Such initiatives not only increase brand loyalty but also
generate buzz and increase Zomato's social media reach.

Zomato’s Marketing Strategy:

Zomato's marketing strategy focuses on reaching its target market through various channels,
including online advertising, social media, and partnerships with restaurants and other
businesses.
Zomato's push notification marketing approach is centered on sending individualized and
relevant messages to its subscribers at the appropriate moment. The corporation segments its
users and sends them personalized communications based on various data elements, including
their location, previous orders, and preferences. For example, the company might use humour,
pop culture references, or even personalized emojis in its notifications.
Though paid advertising is a temporary marketing strategy that a brand might opt for, it
contributes a major part to keeping the engagement up. Effective paid advertising, along with
organic optimization, significantly improves the search results of a brand, and Zomato never
fails to do just that! The advertising strategy of Zomato focuses on retaining its audience.

Zomato's influencer marketing strategy involves collaborating with food bloggers, vloggers, and
social media influencers to generate talk about its brand and offerings. The organization
collaborates with a wide range of influencers, from macro-influencers with millions of followers
to micro-influencers with smaller but more engaged followings. Zomato also collaborates with
influencers to organize events and contests.

The company, for example, may collaborate with an influencer to host a food-tasting event
or to provide a free lunch to a lucky follower.

References:

i. https://skillcircle.in/zomato-marketing-strategy/
ii. https://startuptalky.com/zomato-marketing-strategies/
 CHAPTER 3
DATA ANALYSIS AND
INTERPRETATION
Data Analysis:

 Data analysis is the process of systematically applying statistical and logical techniques
to evaluate and interpret data.
 It involves collecting, cleaning, transforming, and modelling data with the goal of
discovering useful information, identifying patterns, making decisions, and supporting
conclusions.
 Data analysis can range from simple summaries and visualizations of data to more
complex analyses using advanced algorithms and statistical models.

In a nutshell, data analysis helps turn raw data into meaningful insights.

Data Interpretation:

 Data interpretation is the process of making sense of the results obtained from data
analysis.
 It involves explaining the meaning of the analysed data, identifying patterns, trends, or
relationships, and drawing conclusions based on the findings.
 Data interpretation requires putting the data in a relevant context to provide insights that
can inform decisions, solve problems, or answer research questions.

In short, data interpretation is the step where the implications of the data analysis are
understood and communicated effectively.

Nike’s Growth:

 Apart from brilliant commercials, Nike has also developed a reputation for being one of
the most iconic and influential brands in the world. They’re known for being accessible to
all kinds of people, no matter their gender or age.
 Their tagline — just do it — is known across borders and demographics, which helps
them appeal to customers from all over the world.
 For Nike, it’s not just about selling products—it’s about helping people get fit and
healthy, which is why it has been so successful at reaching people who wouldn’t normally
consider buying a fitness product.
 They know how to use their products, customers, and reputation to communicate with
their audience without appearing pushy or salesy. They also know how to appeal to
younger generations while remaining relevant to older millennials — a difficult balance
but one that Nike has managed well.

Analysis of Nike’s social media accounts:

Nike’s social media strategy has been building on the strength of its brand voice for many
years now, and it shows in their social media posts. They have a powerful presence on
Instagram, Facebook, and Twitter, amongst other platforms, with highly engaging content
that appeals to their followers’ interests. They are well versed in community outreach.
Here’s a look at their followers on
their main account:

 Instagram: 252 million

 Facebook: 36 million
 Twitter: 9.58 million
 LinkedIn: 5 million
 TikTok: 3.1 million
 YouTube: 1.71 million
  Apart from these accounts, their sub-accounts like @nikebasketball have 13.7
million followers, @nikesportswear has 7.9 million followers, and @nikewomen
has 7.2 million followers on Instagram.

 Here’s an overview of Nike’s worldwide revenue from the year 2014 to 2024:

Important statistics of Nike:

 Advertising and promotion

Nike's advertising and promotion costs in 2024 were more than $4 billion.

 Revenue:
Nike's global revenue for the fiscal year ending May 31, 2024 was about $51.36
billion. This was a slight increase from the previous financial year.

 Revenue by region
In 2024, Nike's revenue came from the following regions:
North America: 5% or $21.4 billion
Europe: 6% or $13.6 billion
Greater China: 2% or $7.5 billion
Latin America and the Asia-Pacific region: 6% or $6.7 billion

 Revenue by product segment:

Nike's footwear division was the largest segment, generating about $33 billion in
revenue in 2024. The apparel segment generated about $13.8 billion in revenue.

 Target market:
 Nike's target market is worldwide, but it's mostly in urban centres. Nike focuses on
athletes, runners, and sports enthusiasts.

 Marketing strategy:
Nike uses emotional branding to invoke emotions related to success, morale, victory,
and self-improvement. Nike also uses a simple and effective brand voice to connect
with a global audience.

 Most of the numbers and facts mentioned above are mainly contributed by
Nike’s brilliant commercials, celebrity endorsements, creative marketing and
large target audience.

1. Nike on Instagram:
 In the past 3 months, Nike has received a staggering 8,832,062 engagements while
posting only 58 items on their account.
 The average number of reactions for the profile is 234k likes and 5.7k comments, which
stands for a 0.12% average engagement rate.

2. Nike on Twitter (now X):

 With 9,602,018 followers and 38,095 tweets, Nike is pretty active on their account.
 Clearly, Nike has been enjoying steady daily follower growth.
 You also notice that a significant part of their Twitter marketing strategy is actively
responding to their audience. 10% of their activity comes from tweeting, with a heavy
reliance (57%) on text-based tweet

3. Source sharing:
 Source sharing graph shows the detailed ratio between source types for a given brand or
product.
 The source types are as follows:
i. YouTube
ii. Instagram
iii. Facebook
iv. Twitter (now X)
v. Blogs
 vi. Websites
vii. Forums

4. Mentions in time:
 This graph shows the number of times a brand, topic, product has been mentioned over
various social media applications or in a daily conversation over time.
 In the below graph, the time period is about a month (Sept 6 2024- October 4 2024).
5. Brand Health Index:
 This index measures the ratio of positive comments to negative comments.
 A Brand Health Index (BHI) is a measure used by companies to assess the overall
strength, perception, and well-being of their brand in the marketplace. It gives a
comprehensive view of how a brand is performing across several dimensions, helping
businesses understand consumer attitudes and the brand’s position relative to competitors.

 A bad BHI lies from 0 to 0.4

 A moderate BHI lies on 0.5
 A good BHI lies from 0.6 to 1

 Here, we can say that Nike’s BHI lies on 0.78, showing that the brand has a
considerately good amount of positive comments.
6. Revenue Graph:
 The following graph shows how much revenue has the brand garnered in various regions
over 6 years (2017-2022).
 Ex: Revenue in Europe, Middle East and North America

 The graph shows an increase in sales from the North American region from
the year 2000 (9.3 billion to 12.2 billion).
 A significant increase can be seen in the European, Middle Eastern and
African region over the years (5.2 billion to 7.4 billion).
 The revenue in the year 2020 is seen to be slightly decreasing, but eventually
it has seen a steady over the upcoming years.

7. Key lessons from the founder’s book:

 Phil Knight, former CEO and co-founder of Nike had written a book, “Shoe
Dog” in the year 2016.
 Shoe Dog is a memoir, meaning it’s written in Phil’s perspective and one of the
many reasons why the readers enjoyed it is the fact that it has a personal touch.
 He starts from the very beginning, early on in his life, and covers almost every
aspect that you can think of.
 It’s a true tale of grit and determination more than anything, which I’ll talk
about more, but Phil goes into really extreme detail on the entire journey from
start to finish of starting a business so I think it gives a really good perspective
on everything.

 Now let’s get into the three key takeaways after reading Shoe Dog by Phil Knight:
a) There is no playbook to success in business:
 Key takeaway number one is that there is no playbook to success in business
and what it means is; yes you can go get degrees, yes you can read books, yes
you can watch YouTube videos.
 But ultimately when it comes to building a business from scratch and growing it
to the level that Phil did, it’s not something you can simply read or watch and
pick up and have a rosy path to success.
 The reason why this is said, especially as it was described in the book by Phil, is
there are so many ups and downs in business and especially in his case, so many
scenarios where he just got either unlucky or an unfortunate event happened,
and he had to just figure it out.

b) Hire great people even when you don’t have a job for them:
 The second key takeaway from Shoe Dog and Phil Knight is to hire great
people even if you don’t know what job they’re going to do.
 The reason this is said is because there were multiple times over Phil’s career
and the life of Nike where he just had a really good feeling, or was really
convinced about a person, or was really impressed by a person and hired them
even though they weren’t necessarily hiring for a particular position or knew
what role that person was going to do.
 The first example is actually his wife. He hired his future wife when she was
actually one of his students because he was teaching college courses in
accounting and he had a crush on her. But he was extremely impressed by the
grades she was getting in his class so he hired her part-time to start doing
random things around the office like bookkeeping.
 She was so good at what she did that she ended up really excelling in the
company and obviously went on to raise his family.
 This example happened multiple times throughout the book, like with a
previous accountant he worked with at another firm or when Nike was going
through a court case and he was working very closely with one of the new
young lawyers at the firm.
 He became so close with that lawyer and liked him so much he ended up hiring
him. They didn’t necessarily need in-house legal counsel but he was so
impressed and liked working with this person so much that they decided to hire
him, and a lot of these people ended up flourishing in whatever role that Phil
gave them.
 Ultimately Phil’s approach seemed to be – at least as summarized in this book –
to hire great, smart, motivated people and find ways for them to be
successful

c) Grit and Determination trump everything else:

  The last key takeaway from Shoe Dog kind of relates to the first lesson a bit,
but what is learned is that probably the most important factor when you’re an
entrepreneur or solopreneur trying to grow a successful business is that grit and
determination probably trump everything else.
 Having experience, being very smart, having big ideas or passions – that’s all
important. But if Phil was anything, it was full of grit, determination and not
being willing to give up.
 I’ve noticed after reading a lot of biographies and autobiographies of successful
solopreneurs and entrepreneurs that above all else, grit and determination seem
to be some of the most common characteristics because:
 things will get tough
 competitors will pop up
 difficulties will come
 And sometimes, all one has to do, is be able to put your head down, keep
working, look after yourself, look after your family, look after your employees
– but keep pushing forward to find a way.
 It’s almost unbelievable what you or your company or your colleagues can do if
you just refuse to give up and keep pushing.

Zomato’s Growth:
 Zomato presents the perfect case study of a company creating a market by recognising
an existing problem and creating a whole new market in the form of a solution.
Deepinder Goyal and Pankaj Chaddah discovered the need for an organised delivery
solution.
 There were solutions but it was in the form of the restaurants’ own delivery services.
There was no standardisation and the delivery charges were outlandish way back
before 2008. Then there was the issue of people standing in lines for takeaways.
 Out of this need came the opportunity to create a market where people would not only
be able to order food but the platform would also serve as a reliable place for reviews.
 Launched in 2008 as a food discovery app, Zomato went on to revolutionize the way
Indians eat. From helping foodies find new food joints to enabling online ordering
(since 2015), the brand has some guts to defy all odds and rise up.
 Zomato does a few things that define its market presence and they are the following.
 Food Delivery
 Restaurant Reservations
 Restaurant And Food Reviews
 Food Festivals
 It has positioned itself right at the heart of the Indian food scene and has an amazing
social media presence which helps maintain its image as the most reliable food
delivery partner.
 Zomato’s target customers:
The target audience of Zomato is between the age group of 18-35. These people are tech-
friendly and regular internet users. While planning marketing strategy, Zomato targets two
groups of people, mainly:

 People who want to order food online:

These people are working professionals or students who don’t want to go outside for food.
This type of person just wants tasty food. They always look for a deal/offer on various other
food delivery companies. They compare the prices of each company and then order food.

 People who want to dine out in a restaurant:

These people are mainly couples or families. They want to book a table for themselves in a
good company. These people want a lovely experience in a restaurant + tasty food. Zomato
also offers gold memberships deals to this category of people.

Zomato’s social media growth:

1. SEO Strategy of Zomato:

 Zomato follows a smart Search Engine Optimization strategy.
 SEO means Search Engine Optimization and is the process used to optimize a
website's technical configuration, content relevance and link popularity so its pages
can become easily findable, more relevant and popular towards user search queries,
and as a consequence, search engines rank them better.
 The goal of SEO is to improve a website's position in search engine results pages
(SERPs). A higher ranking in search results can lead to more traffic to a website,
thereby, increasing link popularity.
 Zomato follows a smart Search engine optimization strategy.
 The website has 99.51% of organic traffic. Consumers trust organic results more than
paid results. This builds credibility among customers as well as it also saves the ad
cost of the company. SEO is a low-cost, high-return marketing strategy of Zomato.

2. Important statistics of Zomato:

 Advertising and sales promotion:
Zomato's advertising and sales promotion expenses for the first quarter of the 2024-
25 financial year were Rs 396 crore, a 26.11% increase from the previous year,
leading to a 31% growth for Zomato.

 Net profit:
Zomato's consolidated net profit for the first quarter of the 2024-25 financial year
was Rs 253 crore, an increase from Rs 2 crore in the same quarter last year.

 Market cap:
 Zomato's market cap is expected to reach ₹2.396 trillion at the end of 2024, a
126.28% change from 2023.

 Revenue from operations:

Zomato's revenue from operations for the first quarter of the 2024-25 financial year
was Rs 4,206 crore, a 74.09% increase from the same quarter in 2023.

 Gross Order Value (GOV):

Zomato's B2C segments, including food delivery, quick commerce, and going-out,
experienced a GOV growth of 53% year-on-year.

 Food delivery:
In the last quarter of the financial year 2024, food deliveries at Zomato accounted
for 20.5 billion rupees.

 Most of these numbers mentioned above are mostly contributed by Zomato’s

intelligent social media marketing, creative advertisements and active
engagement with its customers.

Reported Consolidated quarterly numbers for Zomato are:

 Net Sales at Rs 4,206.00 crore in June 2024 up 74.09% from Rs. 2,416.00 crore in
June 2023.
 Zomato's consolidated net profit for the first quarter of the 2024-25 financial year was
Rs 253 crore, an increase from Rs 2 crore in the same quarter last year.
 EBITDA, which is short for earnings before interest, taxes, depreciation, and
amortization, is an alternate measure of profitability to net income. It's used to assess
a company's profitability and financial performance.
 Zomato’s EBITDA stands at Rs. 413.00 crore in June 2024 up 210.53% from Rs.
133.00 crore in June 2023.
 Zomato EPS (Earning per Share) has increased to Rs. 0.29 in June 2024 from Rs. 0.00
in June 2023.Zomato shares closed at 234.09 on August 01, 2024 (NSE) and has
given 66.55% returns over the last 6 months and 176.21% over the last 12 months.

3. Traffic:
 Traffic refers to the volume of users visiting a website of a company.
 How many people visit a website will depend on the website’s purpose, the visitors’
own goals, and the way in which they discovered the site.
 It is the number of people who visit a website over a period of time and is the key
metric for measuring a website's popularity, visibility, and effectiveness.
 For example, if your site gets 100 users every day, your traffic after a week would be
700 users.
   Zomato gets an average monthly traffic of 20 million visitors per month. The
average time spent by any visitor is 3 minute 28 seconds. 59% of its traffic comes
from India. The majority of its visitors are between the age group of 25 to 34 years
old.
 Getting this large amount of free traffic from search engines is a great marketing
strategy followed by Zomato. Any local business can also use this marketing strategy
to get customers online at no cost.

4. Social Media Marketing Strategy of Zomato

Social media is the heart of Zomato’s marketing strategy. Every platform has a different type
of audience. Zomato is present everywhere with its engaging content for every platform. If
you are a social media user, you can’t ignore Zomato. Its unique & innovative marketing
strategies can attract anyone.
a) Moment Marketing Strategy:

Zomato covers trending topics in different ways according to the platform audience. Here is
an example of new trending news related to Parag Agarwal, ex-CEO of Twitter. Today, Elon
Musk fired him after the takeover. See how Zomato used this topic for marketing purposes.
These types of posts increase customer engagement and also helps in:
 Improved customer relationships
 Increasing brand revenue
 Increased social media following
 Increased customer lifetime value
 Better customer satisfaction
 Improved brand reputation
 Lower customer acquisition costs
 Improved employee satisfaction and retention
 Increased brand reach and influence
 Boosts loyalty and customer retention.
 The above dish being portrayed is “Thepla”, which is a soft Indian flatbread typical of
Gujarati cuisine While extremely popular across Gujarat, it is especially common
amongst the Jain community. It is served as breakfast, as a snack as well as a side dish
with a meal
 The branding of “Thepla” is in the textual branding of the famous automotive
company “Tesla”, which designs, manufactures and sells battery electric vehicles,
stationary battery energy storage devices from home to grid-scale, solar panels and
solar shingles, and related products and services.
 Due to the first and last letters of the food dish and the company being the same,
Zomato intelligently embedded the Tesla’s logo font along with the dish to impress
and actively engage customers in their social media handles.

b) Meme Marketing Strategy:

 As you can see in the above image, Zomato has openly mentioned its Instagram
handle as a meme page. More than 90% of the Instagram posts of Zomato are memes.
 Memes are a great way to build engagement with the audience. Another benefit is
they easily go viral. Zomato is very innovative with their meme marketing strategy.
They create new original memes that their audience can relate to.
5. Zomato’s brand engagement:

Brand engagement refers to the creation of attachments between consumers and brands.
These attachments may be emotional or rational, and ideally, they produce brand loyalty
over time. This solidifies the brand and helps to improve the customer experience.
Brand engagement can be achieved through a number of activities, including:
 Brands can interact with customers on social media to create a connection.
 Encouraging customers to create content, such as reviews, can help increase brand
awareness and engagement.
 Brands can create opportunities for in-person interactions with customers.
 For employees, brand engagement can include activities that help establish a healthy
work culture.

 The above pie chart shows that brand engagement in Instagram is the highest with
about 84% of its customer interaction and users reviews being shared and posted.
 Twitter (X) is the second highest with about 15% of Zomato’s customer interaction
and users reviews being shared and posted there.
 Facebook is the lowest at 1% of brand engagement.
 This goes to show that most of the company’s users are actively engaged in
Instagram.

6. Zomato’s brand activity:

 Brand activity, also known as brand activation, is a marketing strategy that aims to
increase brand awareness, build consumer loyalty, and drive sales. Brand activation
involves creating interactive experiences that allow consumers to engage with a brand
and its products.
 It refers to a campaign, event, or interaction through which your brand generates
awareness and builds lasting connections with your target audience.

 Zomato has used the following techniques for its brand activation:

 Influencer marketing:
 Zomato has used influencer marketing to connect with more audiences and increase
its credibility. Zomato has used both micro and macro influencers, and has shared
their posts in local languages.

 Content marketing:
Zomato has used content marketing to create viral posts and attract organic traffic.
Zomato’s content is known for being simple, concise, and humorous, and often links
to popular trends.

 Social media:
Zomato is active on social media platforms like Twitter, Facebook, and Instagram,
where it posts on popular topics and encourages sharing.

 Meme marketing:
Zomato has used memes to attract organic traffic and increase revenue.

 The above pie chart shows that content creation, influencer marketing being shared in
Instagram is the highest at 51%.
 Twitter (X) is the second highest contender with 47% of its content creation and
marketing being generated from there.
 Facebook is the lowest with 1% of brand activity.
 This goes to show that most of the content creation, influencer marketing and user
engagement is generated in Instagram.

7. Key lessons from the founder’s book:

 Deepinder Goyal, CEO of Zomato, wrote the book “Culture at Zomato: How to
Rewire Your Brain for Greatness” in the year 2023.
The book being short, sharp, witty, was originally written for Zomato employees,
giving an insight into how one of India’s most exciting and successful companies
 works, and what it does to create the culture of excellence that makes it break barriers
– time and time again.

 Here are some key points from the book Culture at Zomato: How to Rewire Your
Brain for Greatness by Deepinder Goyal:

 Culture is the operating system:

The book's principles are about changing how people operate.

 Understand and embody the mindset:

It takes time to understand and embody a mindset, and it's important to keep going
back to it.

 Be honest:
Putting the team first means being honest with yourself and others.

 Know what's wrong:

Knowing what's wrong with the business is the starting point for improvement.

 Share bad news:

Don't be afraid to share bad news or things that could be improved.

 Actively create interventions:

Actively create interventions so that bad news surfaces as soon as possible.

 Get to work:
Roll up your sleeves and get to work

 The book is about Zomato, and a bit about Deepinder. It captures the soul of Zomato,
along with its history, cultural principles and company policies. It's about the culture
at Zomato, about how they worked, and about what a productive culture of a company
should be like.

Lenskart’s social media growth:

 Lenskart, a prominent eyewear brand in India, has witnessed exponential growth since
its inception in 2010. One of the key drivers behind this growth is its strategic use of
social media marketing to reach and engage customers.
 Below, we'll dive into the data analysis of Lenskart’s growth through social media
marketing, using graphs, pie charts, and key interpretations.

1. Social Media Follower Growth (2015-2023):

Lenskart invested heavily in platforms like Facebook, Instagram, and Twitter to boost brand
visibility and customer engagement. From 2015 to 2023, Lenskart's follower count across
these platforms grew significantly, reflecting their focus on building a community.
Graph of the growth of Social Media followers (2015-2023):
 Facebook: From 500k to 5 million followers
 Instagram: From 100k to 3 million followers
 Twitter: From 50k to 700k followers
This steady growth in followers
showcases Lenskart’s ability to
attract a wide audience through
compelling content, influencer
collaborations, and targeted ads.

2. Engagement Rate Across Platforms:

Social media platforms measure engagement by analysing interactions (likes, comments,
shares). Lenskart’s social media engagement increased by employing user-centric campaigns,
promotional offers, and interactive content.
  Facebook: 45%
 Instagram: 35%
 Twitter: 20%
 Facebook remains the dominant platform for Lenskart, contributing nearly half of its
social media engagement.
 Instagram is a growing platform due to its focus on visual content (influencer
collaborations, product launches).
 Twitter serves
as a platform for
customer
service and
trend-based
marketing.

3. Impact of
Influencer

Collaborations:
Collaborations with influencers helped Lenskart reach new audiences. Data shows that
influencer-driven campaigns contribute 30% to Lenskart’s new customer acquisition through
social media.

Impact of Influencer Campaigns on Customer Acquisition:

 2017: 5% new customers from influencer campaigns

 2019: 18% new customers from influencer campaigns
 2021: 25% new customers from influencer campaigns
2023: 30% new customers from influencer campaigns
Interpretation: The growth in customer acquisition through influencers demonstrates the
effectiveness of influencer partnerships, especially among millennial and Gen Z
demographics.

4. Ad Spend vs. Organic Growth:

Lenskart has a balanced approach between paid social media advertising and organic
content growth. A study of their social media campaigns reveals that nearly 60% of their
traffic comes from paid promotions, while 40% comes from organic growth (user-
generated content, viral campaigns, etc.).

Pie Chart: Social Media Traffic (Paid vs. Organic):

 Paid: 60%
 Organic: 40%
Although paid promotions drive the majority of traffic, organic engagement is equally vital
for sustained growth. Their consistent content and brand recognition through word-of-mouth
drive significant organic traffic.

5. ROI on Social Media Marketing Campaigns:

The return on investment (ROI) from social media campaigns has shown a positive trend over
the years. In 2018,
Lenskart’s ROI
from social media was
150%, while in 2023, it
reached an impressive
250%.
Lenskart’s targeted and optimized campaigns on platforms like Facebook and Instagram have
improved its ROI, especially with the introduction of new features such as Instagram
shopping.

6. Customer Demographics (Social Media):

Analysing Lenskart’s social media followers provides insight into its customer demographics.

 18-24 years: 35%

 25-34 years: 40%
 35-44 years: 15%
 45+ years: 10%
Lenskart's key customer base is young adults aged 18-34, aligning with their focus on
influencer marketing and trendy, affordable eyewear collections.

7. Key Takeaways from Data Analysis:

 Exponential Follower Growth: Lenskart’s social media presence, particularly
on Facebook and Instagram, helped the brand reach millions of followers, translating
into brand loyalty and customer acquisition.
 Engagement-driven Strategy: Lenskart effectively engages its audience
through a mix of content formats, influencer marketing, and responsive customer
service on social media.
 Influencer Marketing's Impact: The brand's investment in influencer
collaborations has proven to be one of the most successful strategies for customer
acquisition.
 ROI Growth: Lenskart's steady focus on improving social media content,
targeting, and engagement has resulted in a high ROI, reflecting successful marketing
tactics.
 Balanced Paid and Organic Efforts: While Lenskart benefits from paid
promotions, its focus on organic growth—through consistent posting and user
interaction—has strengthened its social media marketing strategy.

Red Bull’s social media growth:

1. Red Bull on Instagram:

 We tracked Red Bull’s Instagram performance from 2nd October to 25th December,
and it’s evident that their holistic marketing strategy drove some impressive numbers.
 The brand published 108 posts and got an average engagement of 150,810. And this
was Red Bull’s top Instagram post in the past 3 months.
 Their most frequent post type on Instagram is reels (98%), and rightly so since they
get an average engagement of 165,186.
 They post carousels 2% of the time, which brings them an average of 133,041
engagements per post.

2. Red Bull on YouTube:

  In the same period, Red Bull posted 71 videos on YouTube which generated
467,321,025 views, 14,598,778 likes, and 94,046 comments.

3. Red Bull on Facebook:

 Red Bull’s marketing activities on Facebook included 66 posts from 2nd October to
25th December, which drove 2,620 average engagement per post.
 The brand mostly posts marketing videos on Facebook. Only about 3% of the posts
are photos and links.

4. Key takeaways from Red Bull’s marketing strategy:

Red Bull's social media strategy is inspired by and in sync with the brand's motto - "Red Bull
gives you wings".
Through its combined marketing campaigns - some more unconventional than others - Red
Bull has succeeded in becoming the top-of-mind brand for its core audience - young adults
who are looking for an energy boost.
As for some strategy insights that got Red Bull's nowadays, the main takeaways would be the
followings:
 Red Bull makes heavy use of storytelling;

 The brand puts its audience first - by creating content with which its followers and
communities could resonate;
 Red Bull has a video-oriented content strategy;
 The brand quickly adapts to the newest trends.
 CHAPTER 4
FINDINGS,
SUGGESTIONS AND
CONCLUSION
1. Objectives of the study:

1. To analyze consumer behavior towards social media marketing

2. To know the recent status relating to the impact of social media marketing.
3. Assessing brand awareness and measuring how social media marketing efforts
improve brand visibility.
4. Evaluating customer engagement and analyzing the level and type of interaction
media marketing generates from users.
5. Impact on brand perception and evaluating how social media marketing shapes
customer attitudes and perceptions toward the brand, both positively and negatively.
6. Understanding consumer behavior and investigating how social media influences
purchasing decisions, brand loyalty, and customer preferences.

2. Findings in the study:

1. The consumer behavior towards social media marketing is positive. With time
they are growing rapidly. Brands who build emotional connection,
personalization and have transparency tend to perform well
2. The contribution of social media marketing to sales varies significantly by
industry, platform, and strategy, but current data suggests that on average,
social media marketing drives between 5% and 15% of total sales for many
businesses, though this figure can rise significantly for e-commerce brands,
particularly those leveraging social commerce. In 2023 study found that 55%
of consumers had made a purchase directly through a social media platform at
some point.
3. Social media marketing (SMM) enhances brand awareness by increasing
visibility through various platforms where consumers spend significant time. It
allows brands to reach vast audiences with minimal cost, compared to
traditional advertising.
4. Average engagement metrics include likes, shares, comments, and click-
through rates.
 For example, on platforms like Facebook, the average engagement rate
is approximately 0.09% to 0.15% for posts, whereas Instagram boasts
higher rates, averaging around 1% to 3% depending on the industry.
 Video content tends to generate about 1200% more shares than text
and image posts combined.
 5. Social media marketing plays a crucial role in shaping customer attitudes and
perceptions toward brands. While it offers numerous opportunities for positive
engagement, awareness, and loyalty, it also presents challenges that can
negatively impact brand reputation. Positive impacts can be increased brand
awareness, enhanced customer engagement etc. whereas the negative impacts
can be negative reviews and feedback, brand miscommunication etc.
6. Social media has a profound influence on consumer behavior, shaping
purchasing decisions, enhancing brand loyalty, and determining customer
preferences. Brands that leverage social media effectively—by engaging
authentically, utilizing targeted advertising, and fostering community—can
enhance their impact on consumer behavior. As digital landscapes evolve,
continuous adaptation and understanding of consumer dynamics will be
crucial for brands seeking to thrive in this environment.

Conclusions of the study:

In conclusion, social media marketing is a vital tool for businesses aiming to enhance their
online presence and engage with consumers effectively. It offers unique opportunities for
real-time interaction, allowing brands to build relationships and foster community
engagement. The ability to target specific demographics with tailored advertising makes
social media a cost-effective marketing strategy, particularly for small and medium-sized
enterprises. The wealth of data available through social media analytics provides valuable
insights into consumer behavior, helping businesses refine their strategies. By utilizing
diverse content formats and maintaining an authentic presence, brands can strengthen their
identity and cultivate customer loyalty. As the digital landscape continues to evolve, those
who effectively harness the power of social media will gain a significant competitive
advantage in their respective markets. Impact of social media on promoting a brand or
product is profound and multifaceted, fundamentally reshaping the way brands connect with
consumers.
Social media platforms enhance brand visibility and awareness by providing access to vast
audiences, allowing brands to communicate their messages quickly and effectively. Targeted
marketing capabilities enable businesses to reach specific demographics with personalized
content, fostering deeper engagement and loyalty. Real-time feedback mechanisms allow
brands to adapt their strategies based on consumer responses, while valuable analytics
provide insights into consumer behavior and preferences.
On the positive side, it provides brands with unparalleled access to a global audience,
enabling targeted marketing and personalized engagement that can foster strong customer
loyalty. The cost-effective nature of social media advertising allows even small businesses to
compete with larger corporations, leveling the playing field. However, the rapid pace of
social media can also lead to challenges, such as negative feedback going viral, which can
quickly damage a brand's reputation if not handled adeptly. Moreover, the ever-changing
algorithms and trends can make it difficult for brands to maintain consistent visibility and
engagement. While social media is a powerful tool for promotion, its effectiveness relies
heavily on a brand's ability to navigate its complexities, adapt to consumer expectations, and
respond to the fast-moving digital landscape.
Overall, when leveraged thoughtfully, social media can be a game-changer for brand
promotion, but it requires careful management and strategy to truly capitalize on its potential.
Ultimately, social media not only facilitates two-way communication between brands and
consumers but also enables community building, enhances crisis management, and cultivates
a sense of brand loyalty. As the digital landscape continues to evolve, the strategic use of
social media will remain essential for brands seeking to thrive in a competitive marketplace.