“A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING IN

CONSUMER BEHAVIOUR”

Submitted in partial fulfillment of the requirements for the award of

MASTER OF COMMERCE
By

AMAN SHARMA (35220020477)

DEPARTMENT OF COMMERCE

HP UNIVERSITY SHIMLA

(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC

JUNE 2024
 GYAN PATH, SUMMER HILL, SHIMLA -171005

DEPARTMENT OF COMMERCE

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of AMAN SHARMA
(35220020477) who carried out the project entitled “A STUDY ON IMPACT OF SOCIAL
MEDIA MARKETING IN CONSUMER BEHAVIOUR’’ student of HAMIRPUR
HIMACHAL PRADESH UNIVERSITY SHIMLA (ICDEOL) under my supervision from JUNE
2024 to JULY 2024.

DR. DINESH KUMAR

Internal Guide

Submitted for Viva voce Examination held on

Internal Examiner External Examiner

 DECLARATION

I AMAN SHARMA (35220020477). Hereby declare that the Project Report on

“A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING IN CONSUMER BEHAVIOUR”
done by me under the guidance of DR. DINESH KUMAR Assistant professor of commerce department at
NSCBM DEGREE COLLEGE HAMIRPUR HP UNIVERSITY, SHIMLA is submitted in partial fulfilment
of the requirements for the award of Master of Commerce degree.

DATE:

PLACE: HAMIRPUR AMAN SHARMA

 ACKNOWLEDGEMENT

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

HAMIRPUR HPU UNIVERSITY SHIMLA (ICDEOL) for their kind
encouragement in MASTER OF COMMERCE doing this project and for
completing it successfully. I am grateful to them.

I convey my thanks to Dr. DINESH KUMAR 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. DINESH KUMAR for her valuable guidance, suggestions and constant
encouragement paved way for the successful completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members

of the Department of Commerce who were helpful in many ways for the
completion of the project.

AMAN SHARMA
 TABLE OF CONTENTS
CHAPTER TITLE PAGE NO
NO
ABSTRACT I
LIST OF TABLES Ii
LIST OF CHARTS Iii
INTRODUCTION
1 1.1 Introduction 1–8
1.2 Industry profile 9

REVIEW OF LITERATURE
2 2.1 Introduction 10
2.2 List of reviews 10 – 27
RESEARCH METHODOLOGY
3.1 Statement of the problem 28
3.2 Need for the study 28
3.3 Objectives of the study 29
3.4 Scope of the study 30
3 3.5 Limitations of the study 30
3.6 Research design 31
3.7 Source of data 31
3.8 Structure of questionnaire 31
3.9 Sampling technique 32
3.10 Period of study 32
3.11 Analytical tools 32

DATA ANALYSIS AND INTERPRETATION

4 4.1 Percentage analysis 33 – 57
5.1 Chi – Square distribution
55

58 – 61
5.2 Hypothesis 62
FINDINGS AND SUGGESTION
6 5.1 Findings 63 – 64
5.2 Suggestions 65 – 66
CONCLUSION
7 6.1 Conclusion 67
REFERENCES 68 – 69

APPENDIX (QUESTIONNAIRE) 70 – 76
 ABSTRACT

The goal of this paper is to research empirically the role of social media in consumers' decision- making processes.
A quantitative survey investigates up to what degree experiences are altered by theuse of social media. Customer
sentiments on items and administrations are currently progressively overwhelmed by outsiders in advanced spaces,
which thusly impact conclusions in the disconnected space. Web-based social networking has engaged purchasers,
as advertisers have no control over thesubstance, timing, or recurrence of online discussions among shoppers.
Results show that social media usage influences consumer satisfaction in the stages of information search and
alternative evaluation, with satisfaction getting amplified as the consumer moves along the process towards the
final purchase decision and post-purchase evaluation. Social media marketing puts consumers back tothe center of
the business world and provides marketers a new set of tools to interact with consumers and to integrate them into
the brands through innovative ways. In essence, marketers have to understand how the social media has influenced
consumer buying behavior. Social media marketing isthe contemporary style of marketing as it concentrates on
opening new horizons for marketers in order to promote a product or service as compared to conventional media.
In recent times, consumer behavior and satisfaction has become an important asset for any organization to attain
its position in the market and to increase its profitability. For this purpose, organizations are employing social
media technique. From research, it is evident that companies are employing social media marketing in order to
interact with the consumers. Social media marketing has given organizations a new way of dealing and changing
the buying behavior of the consumers. People use social media to share their experiences, reviews, information,
advice, warnings, tips and any kind of issues that are interesting to their “connection” or friends. Social media
is used as advertising for the marketer.

i
 LIST OF TABLES

TABLE PARTICULARS PAGE

NO NO
4.1.1 AGE OF RESPONDENCE 33

4.1.2 PREFERENCE OF ONLINE OR OFFLINE RESPONDENCE . 34

4.1.3 SOCIAL MEDIA CHANNELS THEIR ACTIVE USAGE 36

4.1.4 SOCIAL MEDIA WHICH MAXIMUM INFLUENCES PURCHASING 37

DECISION
4.1.5 SOCIAL MEDIA ADVERTISEMENT INFLUENCING PURCHASING 38
DECISIONS
4.1.6 CUSTOMER PURCHASE INFLUENCED BY ADDS 39

4.1.7 SOCIAL MEDIA MARKETING IS HELPFUL FOR PURCHASING 40

DECISION
4.1.8 ONLINE RECOMMENDATION 41

4.1.9 ABOUT REGULAR UPDATES OF PRODUCT OR SERVICE 42

4.1.10 CUSTOMERS RELY ON CUSTOMERS FEEDBACK 43

4.1.11 SOCIAL MEDIA HANDLES HELPING TO ENGAGE WITH FAVORITE 45

BRAND
4.1.12 SOCIAL MEDIA'S ARE HELPFUL TO KNOW NEW BRANDS 46

4.1.13 PROPER CONTENT ABOUT THE PRODUCT OF SERVICE 47

4.1.14 48
NUMBER OF TIME VISIT TO WEB OR BLOG POST
4.1.15 INSTANT RESPONSE ONLINE
49
4.1.16 CUSTOMER REVIEWS ON SOCIAL MEDIAS 50

4.1.17 ABOUT NEGATIVE REVIEWS 51

4.1.18 PERCEPTION OF PRODUCT OR SERVICE 52

4.1.19 SOCIAL MEDIA MARKETING HELPFUL FOR TODAY'S BUSINESS 53

4.1.20 BUSINESSES AND THEIR TARGET AUDIENCES 54

4.1.21 55
BUSINESSES AND CUSTOMERS ENGAGEMENT
4.1.22 PROMOTIONAL EMAILS
56
4.1.23 ACTIVE PROMOTIONAL ACTIVITIES IN BUSINESSES
57
4.1.24 CHOICE OF SOCIAL MEDIA HANDLE FOR BRAND AWARENESS
58
4.1.25 SOCIAL MEDIA MARKETING VERSUS TRADITIONAL MARKETING
59

ii
 LIST OF CHARTS

CHAR PARTICULARS PAGE

TNO NO
4.1.1 AGE OF RESPONDENCE 33

4.1.2 PREFERENCE OF ONLINE OR OFFLINE RESPONDENCE . 34

4.1.3 SOCIAL MEDIA CHANNELS THEIR ACTIVE USAGE 36

4.1.4 SOCIAL MEDIA WHICH MAXIMUM INFLUENCES PURCHASING 37

DECISION
4.1.5 SOCIAL MEDIA ADVERTISEMENT INFLUENCING PURCHASING 38
DECISIONS
4.1.6 CUSTOMER PURCHASE INFLUENCED BY ADDS 39

4.1.7 SOCIAL MEDIA MARKETING IS HELPFUL FOR PURCHASING 40

DECISION
4.1.8 ONLINE RECOMMENDATION 41

4.1.9 ABOUT REGULAR UPDATES OF PRODUCT OR SERVICE 42

4.1.10 CUSTOMERS RELY ON CUSTOMERS FEEDBACK 43

4.1.11 SOCIAL MEDIA HANDLES HELPING TO ENGAGE WITH FAVORITE 45

BRAND
4.1.12 SOCIAL MEDIA'S ARE HELPFUL TO KNOW NEW BRANDS 46

4.1.13 PROPER CONTENT ABOUT THE PRODUCT OF SERVICE 47

4.1.14 48
NUMBER OF TIME VISIT TO WEB OR BLOG POST
4.1.15 49
INSTANT RESPONSE ONLINE
4.1.16 CUSTOMER REVIEWS ON SOCIAL MEDIAS 50

4.1.17 ABOUT NEGATIVE REVIEWS 51

4.1.18 PERCEPTION OF PRODUCT OR SERVICE 52

4.1.19 SOCIAL MEDIA MARKETING HELPFUL FOR TODAY'S BUSINESS 53

4.1.20 BUSINESSES AND THEIR TARGET AUDIENCES 54

4.1.21 55
BUSINESSES AND CUSTOMERS ENGAGEMENT
4.1.22 PROMOTIONAL EMAILS
56
4.1.23 ACTIVE PROMOTIONAL ACTIVITIES IN BUSINESSES
57
4.1.24 CHOICE OF SOCIAL MEDIA HANDLE FOR BRAND AWARENESS
58
4.1.25 SOCIAL MEDIA MARKETING VERSUS TRADITIONAL MARKETING
59

iii
 CHAPTER -1
INTRODUCTION

People were communicating with other people without a language in olden days.There is a massive change in the
method of communication in modern days. Social Media have become a convenient wayto communicate among
all age clusters. The Internet and particularly social media have modified the shoppers and marketers
communicating medium. The Internet has characteristics such as - the power to inexpensively store huge amounts
of data at different locations - the powerful search engines, organizing and disseminating of data - the power to
function a physical distribution medium assoftware - relatively low prices. With the help of net and the presence
of various social media sites it is now possible for business people to meet worldwide customers at single click of
the button. Thanks to the internet technology, which helps the consumer to search the product on the web, view the
review and ranking of existing customers for the product before he purchased the product. Consumers usethe
technology now a days too much as computer is used by many consumers so use of online marketing. Consumer
purchase decision is influenced by social media through group communication. The web platform is a new method
for developing the business. Social media modifies the communication methods between sellers and buyers. E
commerce influences the consumer in their purchase decision. Communication through social media is a new
platform to exchange information about product and services. The analysis of consumer behavior is the core activity
for selling product and service since most consumers are using the internet and on-line social media tools. Social
media become an important media to introduce and market products and also to do surveys. NowadaysSocial
media is an important marketing tool for promotional activities. Hence it becomes necessary to perceive how Social
media is affecting consumer behavior.

1.2 Social Media

1.2.1 Definition of social media.

It is termed as the collection of online communication of various inputs which may be community- based or
individual, interactions, intercommunications, contents sharing, websites and many more among different users”.
Whereas various social media specialists define the term Social Media and

1
their definitions on the various points:
An on-line medium powered by the net for social communication.A
two-way communication medium.
A medium that permits creation and exchange of information.A
medium that is supported by web technology services.
Are platforms like Twitter, Facebook, Social Gaming, Blogs, Social Bookmarking, etc.

1.3. The rise of online social networking sites.

According to Wikipedia report, there are three hundred and more Social Networking Sites and 150 crore members
all over the world (www.en.wikipedia.org). At the basic level social network is a web community where people
move through profiles that represent themselves to others. The important reason for today„s people to browse these
sites is because of the emergence of Social Networking Sites major paradigms shift that has taken place among the
millions of people. The Social Networking Sites able to realize friends simply and form teams accruing to the
interest, business, etc. It is very straightforward to transfer photos, share views on culture, cinema, sports, education
and day- to-day events and happenings. Social Networking Sites is reuniting old friends and helps to continue the
broken bonds. Through Social Networking Sites knowledge grows in cultural, social and economical aspects. The
ultimate reason for the ascension of Social Networking Sites is, because of its user friendliness. Anybody can
have an account and relate with anyone. Most of the content shared inSocial Networking Sites is personal
details, photos, interest etc. Social Networking Sites are still terribly a lot of its early stage but contains many
software applications which are used worldwide, whenit attains maturity stage, new applications will come into
existence. Social media concentrates on relationship with the users by way of sharing of information and interest
among users. There are numerous Social Networking Sites present across the world, ranging from Facebook,
MySpace, Orkut, and Cyworld to LinkedIn Among the rapidly growing list of Social Networking Sites, Facebook
is the global leader, catering to concerning 300 million registered users around the world.

1.9.1 Benefits of social media marketing

1. Increased exposure:
Now a days the importance of Social Media Marketing have increased. Consumers and Marketers are using the
Social Networking too much. The exposure increased now a days which is showing 92%.
2. Increased Traffic:

2
With the introduction of web based marketing the users are increasing day by day. The research says that
consumers and even marketers using social networking sites too much and due to that sites the traffic has increased
day by day which is showing the research that traffic increased up to 80%.
3. Develops Loyal Fans:
Brand Loyalty is the another is most important advantage of social networking sites. Taking an example if a
consumer is satisfied with any product he or she will never go to any other company tobuy the product. This
creates brand loyalty.
4. Provided Marketplace insight:
Social networking sites provides information about product and is available clearly. That means its Features,
Functions, Price etc. Consumers will get full information about product only on websites and customers don‟t have
to go to anywhere. The result shows that 72% customers agreed that social networking sites are providing
marketing insights.
5. Generated Leads:
There are various different ways to lead generation. Most of the social networking sites generate leads for product
and services. For example A blog give as hub for customers engagement. No doubt Face Book is also important
source, so in short it is generated leads
6. Improved Search Rankings:
Most of the customers are now spending hours even more than watching television too. And what curiosity they
get as social networking sites are the search engines. With the help of social networking the ranks is given to
products on the basis of feedback given by the customer online.
7. Growing Business Partnerships:
As a Trading form of selling and purchasing is now replacing with Social Media in the same idea of business is
also changing. After taking many years now Binch Box wants beauty obsessed Instagram followers to join them.
12 Now a days growing partnership are also important advantage of social networking sites too.
8. Reduced Marketing Expenditure
: Trading method of selling the product is too costly. As business man needs salesman, office and many more
requirement. But now a days social networking sites are user friendly and anybody canuse the social media at
any time and even businessman can do the advertisement on social media sitevery cheaply.
9. Improved Sales:
In the present scenario where 4600 photos are shared, 600 websites are created every day. 1,00,000

3
tweets are sent. Now a days different social networking sites are created so differently as customers can purchase
the goods online at any time. No doubt now a days revenue has increase online as compare to earlier days.
10 Effects of social media marketing on consumer behavior. Daily more than one lacs different types of tweets
are sent, nearly Seven lakhs contents are posted on facebook, millions of information are searched in google,
thousands of photos are sent through instagram, six hundred websites are hosted. There were lot of business
opportunities due to development and advancement of social media. In the business environment, consumers
become the focal point because of the powerful presence of social media. Several studies were conducted to find
out the influence of social media andresults of these studies helps the firms to maintain a good position in the
market with the help of social media.

1.13 Advantages of social media

1. Increased Brand Recognition Social Media is a new platform for promoting the brand. Social Media helps the
companies to attain new customers and also have quick access to customers. When a particular brand is familiar
and available in multiple social media sites, It increases the brand recognition to the customers and also attract new
customers. When the brand is tweeted frequently in the social media, then the company‟s brand image will get
increased, there by increasing the growth ofthe company business.

2. Improved brand loyalty A research work published in US, indicated that when there is higher level ofinteraction
about a brand in social media, then there exists higher level of trust about the brand among customers. It also
suggest that companies can take the benefit by using social media tool to connect with its customers. The study
also suggests there should be some strategic plan for use of socialmedia to influence the customers. Another
study indicates that fifty three out 19 of hundred inAmerican population are following their brands in social media
and also they found to be loyal to their brands.

3. Chances to Convert There is chance that each and every comments, post, sharing, likes in social media will
become a sale and bring customer. Every comments, post, website links, video, tweets will make the viewers to
visit the page and view the product and thereby there is a chance for conversion

4
into sale. Though all the comments may not get a chance for conversion into sale but every goodcomment
about the product will get a chance for conversion into sale.

4. Conversion ratio The conversion rate of conversion of discussion in a social media into sales is high. It is the
important element as seen by business people nowadays. The brands and the reviews about the product started to
speak like individual salesman in the social media channels. Due to this effect business people want to improve
and increase their business with various people in social mediathan with firms.

5. Brand Authority Continuous communication with the customers will bring a faith about the product among the
customers. People are searching and viewing the comments in the social media about products and services,
whenever they are planning to buy a product or avail a service. Every new post about a product in social media
by a user will attract many users in the social media and they followthe page for information update. When there
is more talk about a product in social media, there it becomes more attractive brand.

6. Reduction in selling price Due to the presence of social media, the advertising cost is getting reduced by way
of advertising through twitter, face book etc… Hubspot research concludes that six hours of spending in the net in
a week by a seller for social media will bring more number of viewers to the product in social media. In order to
get more customers, sellers can spend one hour a day in the social media which will definitely bring more customers
and thereby reducing the cost on advertisement which in turn seller can reduce the price of the goods.

5
1.13 Limitations of social media:
As we know that there are always two coins of the same coin. In the same way no doubt there are many advantages
of social media in the same way there are some limitations too. Some of them are as follows:

1. Not enthusiastic:
Think of the situation where consumers do not seem to be completely depend on online purchasing. Delayed
shipping, improper packing, complicated cancellation process these are the important points which consider by the
consumer and he is believing not enthusiastic.

2. Issues related with security:

There are many problems are related with security. Privacy concerns have hampered the thinking of consumers
towards purchasing of online goods. Consumers is worried about transection frauds.

3. Still traditional better:

Still there are certain consumers who are thinking that as compare to online purchasing, better option is traditional
as no problem of changing, fraud, deduction of money without successful transection

. 4. Financial risk:
There is big risk of financial risk involved in online purchasing which is thinking by consumers. The

6
level of uncertainty surrounding is also affecting online buying by the consumers
4. Lack of physical approach:
This is the important limitation of social media. As consumers are purchasing the goods only onlineand
consumers have no idea or not in a position to see the goods physically and in turn consumers willnot ready to buy
the goods online. We have seen the various advantages and limitations of the social media but in reality these are
not full fledged limitations we can say them as partial negative limitations.

1.15 Consumer behavior It is the study about individual, group of individual and the method people use to
purchase and use the product or service to satisfy their wants.
The study combines various subjects which include economics, sociology, psychology and marketing. Consumer
behavior will make an attempt to find out the 21 various factors which are behind the consumer decision making
process for purchase of product.
It also studies the demographic and psychological characteristics of consumers and how consumers are influenced
by various factors such as friends, relatives , members in the family, co-workers, peopleliving in the society.
Consumer behavior, also known as client behavior, provides information concerning client and his/her
consumption patterns. An organization will still survive if it will offer client desires and demands with a
comprehensive understanding of them.
This shows the importance of studying client behavior. This requires understanding client behavior thatisn't thus
easy. A group or individual in a group can make an influence on the behavior of consumer. The group can be small
or large in number. Some of the groups which will make on influence over an individual behavior are members
belong to family, workers in the organization, individuals living closeto the consumer. Other group which may
affect the individual consumer behavior are workers union, associations, trusts, community group etc..
These groups do not have regular communication with the individual customer

7
This shows the complete process that a client can possibly, whether recognizably or not, go through after they
move to buy a product. When creating a purchase decision, social media influence take part a necessary role. When
a customer decided to purchase, then he prepares a list of options for deciding the proper product. Even though e
commerce sites are offering various tools for browsing, searching for the product, proving product specifications,
it is continuous to be a difficult task for the customer. Nearly eighty percent of users of the internet are not using
the e-commerce sites because they could not find the right product which they need. Individuals are looking for
reviews, recommendations and ranking from the existing customers and from trusted people which includes
workers in the organizations, members from family, relatives and friends. Most of the times these trusted people
may be out of reach for discussion. Social media sites provides quick access to the friends, relatives and trusted
people through web and also permits the customer to view and access to their post and comments in an easier way.
This technique helps the consumer to know about the product information shared and posted by others in social
media and also this can be viewed in offline also. In any way the most important part of any organization is
Consumer. Without consumer there is no value any firm and business organization. It is the duty of business
organization whether online or offline to build the relationship with consumers.

8
INDUSTRY PROFILE

Among the many industries this industry makes all the company and industry involved under one roof for
promotional activities for the backbone of the particular business that profit and many other reasons to advertise
on social media is that it is a highly cost-effective way to expand your reach. Ifyou play your cards right, you
can get your content and offers in front of a huge audience at a very low cost. Most social media platforms offer
incredibly granular targeting capabilities, allowing you to focus your budget on exactly the types of people that are
most likely to be interested in your business. Beloware some tips and resources for getting started with paid social
media marketing:
 Facebook ads
 Pinterest ads
 Instagram ads etc;
With the internet as our prime means to promote business and capture a wider market base, using social media to
influence the audience is the quickest and the most holistic way to expand business presence. Today, more and
more businesses are considering it as a big deal and customers also expect to be able to connect with various brands
that they are interested in. Those who can do well in social media can enjoy the benefits of it. But, there are few
industries that seem to take the advantage of social media better than other industries. For some, it is simply a
natural outgrowth of an establishedmarketing strategy and some others has done a great job by harnessing the power
of social media.

9
 CHAPTER- 2 REVIEW OF LITERATURE

2.1 INTRODUCTION

Literature review is the most important and the second step in the process of any research. First of all literature
review is to do find out and to understand the main background of the particular subject or research which is taken
by the researcher. It is a record which showing what had done in this regard inthe recent past. Thus it is the current
trend in the selected subject when the review of literature made by the researcher. He/she will become expert in
his/her subject and he/she will become Master. It shows what had already done and what type of work yet to be
carried out. It shows the direction is which the research direction must go. Research work clearly showing there
should not be duplication of work. It also indicated what type of methodology was adopted by various experts
researcher. When review of literature is done one should remember that Textbooks and encyclopedic document
must notbe taken into consideration. The researcher must question from himself what kind of research he hasto
do. What points must be consider while preparing on studying review of literature. From the literature the
researcher must percolate down specific problem to general problem. A various types of research studies have been
conducted on various aspects of on impact of social media marketing on consumer buying behavior, which is
relevant for this research. Some of the terms related social media,social media marketing, social networking sites
buying behavior discussed. Some worthwhile studies relating to the present study viewed here. The researcher has
done studies the review on the basis of National and International level Journals.

2.2 LIST OF REVIEWS

2.1. National publications:

The researcher has done literature review on various National Publications, Articles, Journals which are
described below:

Bikhchandani et al., (1998)01 In their research describes whether or not shoppers shall purchase a product and
whether or not they suggest product to others. These are normally used as parameters for

10
purchase intention. The study additionally reveals the result of knowledge cascades on social mediaby different
product attributes is unconditional with different involvement strengths by shoppers. It concludes hat the shoppers
try to show totally different levels of involvement in different situations wherever they face with brand buying and
recommending to others.

45 ManjuAhuja et al., (2003)02 In their article, targeted on investigating the factors that influence the shopping
behavior and browsing behavior of consumers during online purchase specifically, the study has been conducted
about the consumers using business-to-consumer sites. The researchers also investigated buying preferences of
consumers with varied demographic profiles which may reveal different buying approaches and consumer
behaviors for a specific class of merchandise and services.Social media is the1 most effective factors that influence
buying behaviour of customers.

Muhammad ShafiqGul et al., (2004)03 In the analysis, the researchers concentrated on finding the relationship of
Social Media and buying behaviour of customer. The study involved the students of academic institutes of karachi.
Around two hundred and sixty questionnaires were answered by the students. The study finds that there is no strong
relationship between Customer Buying behaviour and Social Media .

Ramsunder (2011)04 In their study says that shoppers‟ decisions are influenced heavily by on-line brands. Opinion
of consumers will influence one another. This type of opinion by other consumers affects the repurchases. So,
Consumers are moving to Internet to get more data for their buying decision.

RaghuramIyengar et al., (2012)05 Investigated in Korea, how friends influence shopping through Social Network.
Their study concentrate on two important questions, the first question is “Is there any influence by friends on
purchases by consumers in social media network”, the second question is “if there is such influence which
consumers are affected“. To strengthen the analysis, sample data were taken from social networking website
Cyworld. Sample data of 208 users of Cyworld for ten weeks of purchase and non-purchase information was
collected. The researchers build a model on the decision of buying and nonbuying and also with the amount spent.
Markov chain Monte Carlo technique and Bayesian approach is used to estimate the model. The results indicated
that there are three different categories of consumers with different buying behavior.

Mir et al., (2012)06 46 Thousands of web news groups and chat rooms influence the purchase

11
decision of shoppers. The image of the brand increases when many users provide positive opinion about the brand.

Dehghani et al., (2013)07 Their study analyses the knowledge inheritance on customer‟s action and reputation of
brand. Knowledge inheritance on the social media happen once a person observes behavior of others and make a
similar decision that other people have already made. The knowledge cascade are often used for one amongst 2
effects on shoppers, Knowledge cascading causes the brand to appear high or low in Customer Intention on
purchasing and additionally may have an effect on consumers trust on brand .The study aims at customers who
have trust on brand image. Thesekind of customers are influenced by decision taken by others.

TeenaBagga et al., (2013)08 The study analyses the inner and outer factors of consumer‟s online buying behavior.
A structured form was used and a survey was conducted with two hundred samples. Questionnaires were sent
through the mail and also posted through online web pages and were answered by the respondents themselves. The
statistical analysis found seven major factors that govern the consumer‟s buying behavior. These seven factors
were: would like for Social Communication, website Attributes, on-line Advertising, Recreation, Convenience,
privacy issues and data Search.

Garima Gupta (2013)09 In her paper analysed the influence of social media on product buying. The results proved
of the actual fact that social media have an effect on product buying intentions.Particularly, there's a powerful
impact of 3 factors called information about product, peer communication and the level of product involvement on
shoppers purchase intentions with respect to social media. The author infers that, because the product is sold
through on-line, it can't be examined; perceived data shared about the product on social media and information
sharing among peer teams facilitates consumer‟s analysis on the product and makes decisions accordingly.

GeetanjaliNaidu et al., (2013)10 47 In their study analyses the influence of social media in purchasing behavior of
customer in Raipur. According to the survey result 75% of Indian youth uses internet for sharing their opinion,
views and comment in numerous websites. The analysis concludes that people use social media widely for
collecting information regarding product.

Balakrishnan et al., (2014)11 This study finds the influence of social media towards brand image and buying
opinion of younger Generation. 200 questionnaires were distributed to undergraduate students

12
of universities in Malaysia. The response rate was 75 percent. 3 hypotheses and 2 propositions were tested using
multivariate analysis and mean. The result showed that the internet communications, online communities,
electronic word of mouth, and on-line publicity are successful in promoting the brand image and buying intention
of consumers through social media platforms. These findings notify the managers to reach the younger generation
customers social media is the best selling tool. This analysis provides information to international sellers in
applying social media activities to market their product.

AindrilaBiswas et al., (2014)12 In her paper, aims to look the influence of social media on consumer selection
behavior. Technology Acceptance Model was adopted to find the social media usage perceptions. The employees
of the Multinational companies in India are the samples for the study. A equation modeling was used to test the
eligibility of the model. The results state that users of social media inclined to have more purchase intention than
the occasional users.

Dr. SourbhiChaturvedi et al., (2014)13 In their study indicated that there may be 100 crore members present in
social media; social media sites became an important medium for firms and consumers to meet each us for the
exchange of information about products. They also suggest that the influence of social media on customer buying
behavior is tremendous. Buying behavior in social network is influenced by gender, education, income, age etc.,

AlirezaMohammadpour et al., (2014)14 The study aims to find the impact of social media marketing ononline
buying behavior of customers with respect to brand capital using path analysis 48 technique. A sample of 160 from
university of Tehran were asked to fill the questionnaire on social media marketing, brand capital and online
shopping behavior of consumers. The results indicated that social media had significant impact on brand name.
Social media marketing had significant indirect positive impact on online shopping behavior of consumers. The
results conform the role of brand marketing in concurrence with media and online buying behavior of consumers.

Marta Zembik (2014)15 In his study explains that Social media comprises of blogs, public forums, social media
sites, that is used for communication of some information. The data provided in social media is beneficial for
organization/ firms and customers. Customers benefitted from the product information posted by others,
recommendations by other customers. Firms benefitted by the information provided by the customers in social
media about their products, getting the feedback on their product market, information about the prospective
customers, customers needs and demographic

13
characteristics. This article emphasis on how social media information is essential for companies and customers in
their decision-making process.

Prof. Assoc. Dr. ElenicaPjero et al., (2015)16 The researchers conducted the study in Albania reality sector. Their
article targeted on Social Media and its capacity to effect buying behavior of customer. The researchers discussed
the growth and adaptability of Social Media networks by numerous users inthe world. The researchers made a
multifaceted analysis on the impact of Social Media on consumers and buying intentions. The samples are selected
from users of Social Media in all dimensions and the result depicts the significant behavior of consumers.

Tayyaba Noreen et al., (2015)17 The researchers conducted the study about the Social media impact in Pakistan
and Korea. This study investigates the impact of social media on the buying behavior of consumers. This study
focuses on e - word of mouth, social media publicity and social media. The findings indicated that consumers of
Korean consumers have higher intention to buy a product using social media platforms when compared to
customers in Pakistan. The results 49 proved that e - word of mouth have a bigger impact on buying intention
when compared to publicity on social networks.

NimaBarhemmati et al., (2015)18 In their study found that Social Network Marketing is becoming the most
successful model in advertising. This study aims at how Social Network Marketing influences the shopper buying
behavior among consumers who use social networking sites. The study also analyzes the relationships between
customer engagement, social media selling activities and shopper purchase behavior. A survey was conducted
among fifty students of Malaysian National University. The results showed positive relationships between
consumer engagement of social media and their buying behaviors.

SakkthivelAM et al., (2015)19 In their analysis makes an attempt to check the influence of social mediasites over
young woman consumer‟s shopping behavior from Islamic faith countries. This study employs structural equation
modeling to check out the influence of young woman consumers and the results disclosed that brand, society and
reference teams exert additional influence over young womanconsumer‟s shopping behavior through social media.

2.3 International publications:

The researcher has done literature review on various International Publications, Articles, and Journals which are
described below:

14
Williams et al., (2000)20 In his study reveal that Social media marketing influences perception,shopper selection
behavior, buying-decision and attitude from pre-purchase data phase to post-purchase behavior.

Belch and Belch et al., (2003, p120-122)21 Described in their study that at some situation during the purchasing
process, shoppers stop looking out and evaluating data before going to the next stage. At this stage, shoppers decide
whether or not they can obtain products or not. The buying decision depends on the motivation and influence of
other shoppers through reviews and recommendation.

Young Ae Kim et al., (2007)23 Explains in their study that buying choices are powerfully affected by people who
the buyer knows and believes. Several internet buyers ask for the 50 opinions before buying a new product. Internet
social communities allow chatting among trusting members, allow customers to share their experiences by means
of writing reviews and rating others‟ reviews. E- commerce websites have started to obtain information on the
interaction between customers in their websites, to understand and investigate social influence on purchase process,
to boost CRM and improve sales.

Achille (2008)24 This study indicates that due to reviews and recommendations posted in various social media
sites by the online buyers has increased the number of online buyers to forty percent in the past two years. As an
impact of social media, through online forty one percent of consumers purchased books, thirty six percent
consumers purchased clothes and shoes, twenty four percent consumers purchased video games and DVDs, twenty
four percent consumers purchased airline tickets and twenty three percent consumers purchased equipment.

OTX analysis DEI Worldwide (2008)25 In their study, analysed the influence of social media on buying behaviour
of customers and a survey was conducted among US population, which shows that buyers presently use social
media as high information resource for brands, companies, or product. It additionally concludes that social media
outreach by brands and firms, particularly if a private on-line representative will make this outreach, are often far
more important on shopper behavior than advertisements or different promotional devices. In fact, two thirds of
shoppers are doubtless to pass the knowledge they receive to others and over half are doubtless to require action
on this information. There is a significant stronger impact on shopper behavior when the social media is used as a
positive outreach to share information.

15
JiXiaofen et al., (2009)26 This paper has created a model of on-line spoken and opinion people have influenced on
consumer‟s shopping intention . The study has known that the massage impression of on-line spoken and leader‟s
comments have lot of influence on consumer‟s temperament of shopping garments; the data of online spoken
influences its receiver‟s attitude towards bran and consumer‟s temperament of buying clothes completely at the
end.

51 Gursakal (2009)27 This study analyses the influence of media society and the amount of time that customers
spent on the net and social media. Nowadays, consumption trends have modified. The usage of magazines,
interviews and catalogs by buyers and sellers are altered by searching on e- mails, internet sites and sharing
information in social media. Because of the effective role of social media, the time consumed on the net increases,
and consumers‟ withdraw from traditional searching methods. Social media have become an important place where
opportunities are mentioned, products are advertised and products are commented.

Miller et al., (2010)28 In his study revealed that over eleven million shoppers use 70% of social networking to buy
various product and services. The consumers provide useful data concerning the product and share comments with
different consumers over social media.

Penn Schoen and Berland Associates LLC (2010)29 In their study explains how the social media can impact
consumer electronics. The study was conducted by 1012 web interviews with U.S. general population aged above
eighteen. The results discovered that social media network has becomeintegrated into people„s lives. Social media
helps to form shopper behavior. About 30% of social media users made purchases supported by social media
reviews and recommendations from friends and unknown net users, nearly sixty-eight percent of respondents
believe that these recommendations are more or less closer to traditional recommendations. About, 33% believe
that social media reviews and recommendations they receive are far better than they receive through other means.

Cvijikj (2010)30 In their study examines the Influence of Face book on buying decision making process.
Consumers have confidence on opinions of different people or teams during buying decisions. This study evaluates
the power of Face book on decision making method. A model Face book application was developed by researcher
for sharing opinions with friends and making repositories of things. The study analyses the internet survey of thirty
three participants. The survey 52contained twenty queries, divided into 3 parts. The primary cluster involved data
concerning the participant, like gender and age. The next cluster of questions involved the buyer‟s shopper
behavior

16
and the last centered on the conception, thought and model Face book. The results make sure that consumers see
their friends as the most reliable supply of knowledge when compared to other things. Results also indicates that
friend„s opinion on a product plays a bigger role than whether or not they possesses the product.

According to McKinsey Company (2010)31 In his study, Social Media has a notable influence on customers
particularly who are first time purchasers of a product. It has a greater influence on highpriced products because
the consumers want to conduct additional analysis and to get opinionsfor buying the product. This indicates that
Social Media has an impact on customers in their data search stage of buying a product and as a result, customers
will use Social Media to get data concerning the product and services.

Hoyer et al., (2010)32 In his study explains that Social Media is a non-marketing factor which has a significant
influence on customer buying decision process than the other sources of marketing. Social Media is platform where
customers exchange much information with others via electronic word of mouth, reviews and recommendations.
Social Media websites helps individuals to share and communicate each other via communities. According to the
author, buyers on Social Media are ready to pay attention to others opinion and have a trust on the peers and
influenced by the peer in their buying decision process.

Kozinets et al., (2010)33 Suggest that on-line teams make an understandable influence on the buying behavior of
the consumer and also in buying decision. For instance, the public discussion forum in the websites of social media
offers consumers to collect information about the product, which helps themto take the decision on purchase
selections.

Pookulangaran et al., (2011)34 In his article states that purchasing is always an experience and social media permits
the consumers to connect with people who are mostly strangers. 53 Cultural characteristics impacts on consumers‟
usage of social media and a great impact on the online buyingbehavior.

Haciefendioglu (2011)35 In his study brings to light that buyers are influenced by the opinion of their friends on
social media during their purchase decision. The study also states that the opinions of their friends in social media
direct the consumers to take decision for purchase a specific product or from a specific company.

17
MehmoodRehmani et al., (2011)36 In their analysis, investigated the various social media parameters that greatly
affected the purchasing decision of consumers. The analysis gave importance to find the influence of social media
on the consumers buying decision. The authors outlined the objectives of the studies, so as to realize the objectives,
a suitable research model is predicted and research hypotheses were tested on the model.

Constantinides et al., (2011)37 Analysed and reported that Social Media differentiates Shopper‟s behaviors. Socio-
cultural, Demographic, situational and psychological factors have an effect on shopper‟s purchasing behavior.
Business people can handle up more practical social media selling activities by categorizing social media users by
their age, gender, academic level, geographical location and occupation/income level. In the same way,
psychological factors like learning, motivation, perception and personality, Socio-cultural factors like family,
social status and family culture. These variables provide benefits for business people to find and target the
consumers of social media through proper social media marketing activities.

Diffley et al., (2011)38 In their research investigation, it is clear that, Marketers have analyzed whether or not
social media sites may be used as a good tool for selling and whether to involve buyers to participate in marketing
on social media sites. They say that firms ought to undertake a distinct approach that attracts shoppers instead of
loading their inbox. If more selling advertisements are pushed on to the shoppers, then shoppers will get frustrated
over the product. This authors talks aboutdeveloping a proper approach to use websites as advertising tool. As a
conclusion the author suggeststhat firms has to develop 54 good relationship with shoppers to make social media
sites a better toolfor selling.

ErkanAkar et al., (2011)39 In their study revealed the thing that affects consumer‟s attitudes towards selling
through social media. For a businessman, Shopper communities act as new marketplaces for businessmen. The
analysis aims to spot the factors that have an effect on the consumer‟s attitude towards selling a product on a social
media platform.

Edison (2011)40 In his recent analysis, on users of on-line social networks in America revealed that about 52% of
United States citizens have a minimum of one or additional social network profiles. The analysis showed that one
fourth of on-line social marketing users buy their favorite brands, on these on-line social networks sites, of which
many users use Face book as brand pages. The result shows that on-line social networks became a source of
information on products for buying decision making by

18
consumers.

Karimov et al., (2011)41 In their research suggesting that purchasing of products online may be considered risky
by customers because of the lack to make physical product analysis, lack of personal information contact, and in
some cases the dearth of secure transactions. The efforts towards increasing the basic issue of trust in shopper
behaviour can be supported with the employment ofsocial media channels, like Face book, YouTube, Twitter,
and company blogs as they enhance the sensation of social presence additionally, shoppers may use social media
as a communication tool which can facilitate them decide what to shop for. The recent addition to the
capabilities of socialmedia is the addition of mobile applications to communicate with others.

Stephen Guo et al., (2011)42 This paper analyses a Chinese marketplace, Taobao, which is the world‟s largest e-
commerce site. Integrated instant electronic messaging tool makes Taobao high fromits competitors. In our study,
this study specializes how a person‟s transaction are embedded in the social media. The analyses concludes a
model for purchasing a product through buyer recommendation, if an individual wants for a product, how he will
act to decide the shop. The 55 modeluses data retrieval techniques from the websites and demonstrates how social
factors will help to understand client behavior.

According to Drell (2011)43 This study analyses the internet behavior of customers of social mediaand
disclosed 2 main types of information shared through online. They were categorized as high information sharers
and low information sharers. In this study, out of 100 percent, High information sharers of on-line shopper‟s were
20 percent and belong to the age of teens, they are dedicated to brands, and had several of electronic equipment to
share the information. On the other hand, Low information sharers of on-line shoppers were are 80 percent, were
commonly older, concentrated on quality instead of brand.

IremErenErdogmus et al., (2012)44 The aim of this study is to identify the impact of social media on brand trust
of the customers. This study takes into account of customers following one brand on the social media and, therefore,
the information were collected through the structured form with a sample of 338 folks and tested using various
statistical tools. The study concludes that brand loyalty of consumers is affected when the brand was found in
various applications and platforms on socialmedia.

19
Khushbu Pandya (2012)45 This study is an effort to make awareness among Indian marketersregarding the facility
of social media which is spreading at a massive rate. The study is explorative in nature and used last five years
secondary data. The findings of the study answer one major question –what's the state of social media on consumer
behavior in India, the study provides figures, all major facts, analysis and examples of case study.

Greenleigh, (2012)46 In his study, investigates the behavior of young agers in connection with social media on
shopping decision. Millennials are the shoppers who are in the age group between teen to mid-30s. In step with the
researcher, Millennials have the characteristics like, always connected to social media, hyper-social, looking into
other people activity, shopping and enjoying, strangers as their friends. This study detailed that fifty-one percent
of Millennials trust strangers for shopping the product,over relatives or friends. 56 The study shows that eighty-
four percent of Millennials takes the opinion from social media communities before shopping for products.

Sharma et al., (2012)47 In their study find the advantage and disadvantage about a brand or product present on the
Social Media. The study also reveals that Social Media has an overall influence on consumers shopping behavior.

Pietro et al., (2012)48 Explore the extend of social media, particularly Face book, influence buying decision. They
find happiness in using social media for buying decision. The study reveals about consumer‟s suggestions and
recommendations on merchandise on Face book, enjoyment in finding the information on brands and products,
attitude in the usage of various tools provided by social media for the buying decision of products. The study also
infers a good relationship between the views of consumer towards buying intention of customer and social media.

SaadiaNasir et al., (2012)49 This analysis targets on the buying behavior of women customers in Pakistan. Study
has been conducted with two hundred feminine respondents from Lahore town. The results indicate that women
consumers take into account traditional word of mouth to be morepromising information than social media for
purchase choices.

Angella J. Kim et al., (2012)50 This study identifies the attributes of social media activities that influence consumer
purchase towards branded luxury products. The study identifies 5 apparent Social media activities of luxury brands
and they are amusement, communication, fashionable, tailor made and word of mouth. The results indicate that
there exists significant positive relation between social

20
media and purchase intention of consumer.

Themba et al., (2013)51 Examines how the students of African University have interaction in product related e
Word of mouth and the impact of their interaction on their shopping decision. The study reports that the
communication in brand-related e Word of mouth through social networks is comparatively low and has an absolute
positive impact on buying decision.

VordemEsche et al., (2013)52 Report shows that recently, social media represent one in all the foremost
outstanding challenges for promoting managers. A recent study by the Marketing promoting Center at Germany,
that asked 146 managers to say about the foremost vital entrepreneurial challenges over succeeding few years,
finds that eighty-nine percent of the respondents name social media.

Forbes et al., (2013)53 Made an analysis with a study of around 240 sample consumers on their purchases in
relation to the type of the product bought and its costs. The conclusion shows that the purchase decision is
influenced by the suggestion of the consumers on-line friends. The study reveals that fifty-nine percent of the
sample uses Face book and used public media to receive product information from contacts or friends. These result
shows that there is an influence on shopping behavior by social media.

Lehmann et al., (2013)54 The effect of social media on customer buying behaviour was analysed inthis study.
Promotion strategies were used on news websites and social media websites for respiratorydisease vaccination.
The outcome of the study indicates that individuals responded a lot to the social media news while comparing
websites news. This study concludes that social media is a important toolto influence the shopping decision of
individuals.

Leerapong et al., (2013)55 Checked out the factors which influence the on-line buying decision of consumers
through the social network, notably Face book. In their study, consumers graded the factors like risk, trust,
convenience etc... That inspired or discouraged them from buying the product all the way through Face book.

Huimin et al., (2013)56 This study analysed the consumer buying decision method and information flows between
people in social media. This study uses the consumer buying decision method as a source and analysed many
research articles to check its hypothesis associated with the different typesof proximity. Results and theories have
proved that the publicity and information about the product in

21
social media platforms are stricken by the various varieties of proximity plays that are making animpact in
the consumer buying decision method.

AtesBayazitHayta (2013)57 This research aims to grasp the influence of social media in today‟s life and brings
new view and to see the consequences of social media networks on shopping behaviors of shoppers. The sample
consisted of a around 600 young shoppers between the age limit of 18-24 yearswho use social media marketing
and have account in any of the social networks. Interview technique was used to confirm the study. The primary
data collected through structured form consists of inquiries about demographic data of teenagers, the length and
aim of teenagers to use net and social media. In the Questionnaire, 5-point scale was applied to confirm the link
between buying behaviors of teenagers and social media. The Cronbach Alpha scale was employed to find the
connection between shopping behaviors of shoppers and social media and the result was 0.965. The result of the
study implies that social media technique produce a vital impact on buying behaviors of shoppers with respect to
age and academic qualification.

Michel Laroche et al., (2013)58 In their research say that the brand communities supported by websites impact
the client Centric model and brand trust. The study aimed to show the relationships between client and brand,
product, company and different customers. A study was conducted on four hundred samples through survey
method. The result of the study disclosed that brand communities available on social media have a positive impact
on customer-brand, customer-product, customer- customer relationships and client- company . The research also
concludes that brand trust plays an negotiator role in changing the consequences of relationships in brand
community to brand loyalty.

Shu-Chuan Chu et al., (2013)59 In their analysis examines the social media user‟s responses for social media
advertising. Consumers who are using social media as a tool of advertising to interactwith others and with the
brand. Due to numerous users in the age group 18-35, who are using social media, the online luxury market
experienced enormous growth. Brand consciousness and awareness has an impact on user‟s view on social media
advertising, that affects their response towards social media advertising and affects buying intention .

Grahl et al., (2013)60 In their study conducted an field experiment in an online site where the visibility of the
product is considered as like for the product. This study investigates the casual result of social recommendations
on searching behavior. During a four-week experiment with new customers, the study discovers that displaying
social recommendations caused increase in revenue, compared to

22
revenue in previous method. The display of social recommendations results in 22 percent higher probability rate
of buying a product by first time consumers. Overall, results counsel that for on-line stores social recommendations
and Likes are intangible assets with vital business worth.

GhulamRasoolMadni (2014)61 This study was conducted in Pakistan, which analyzed the influence of social media
and social networks on the shopping behavior of consumers. For the study, one thousandconsumers belong to the
age between 18 to 50, who are having a minimum of one account in social media was selected as sample. A
questionnaire form was distributed to collect the data. The results concludes that the social media has a noticeable
impact on the buying behavior of consumers in Pakistan.

Hajli et al., (2014)62 In his findings says that Social media contributed new opportunities to customers to interact
in websites. Customers use on-line communities, to get the information and to communicatewith other users. The
information from the survey shows social media enables the interaction of customers, which results in increased
trust and intention to shop for products. The results also encompass the intention to shop for products.

JugalKishor et al., (2014)63 In their study analysed the aspects that effects buying attitude on Social Networking
Websites, factors that have an effect on searching attitude on social networking sites. The study also explains the
various mode of payment used for purchasing through Social Networking Websites. This study disclosed that social
networking sites have totally different industries and customers. The study focuses on buying through Social
networking Websites. The results of the study shows that time spent on social websites that influences the
disposition to yearning for things on an extended social 60 communication. The study shows the people who often
use informalcommunication are tend to accept for additional offers. It‟s discovered from this study that people of
varied age teams have association with the Social Networking Websites.

ElisabetaIoanas et al., (2014)64 Their article is expounded to the impact of social media on shopper‟sbehavior and
is quantitative analysis in nature. A sample of one hundred and sixteen respondents was used and various statistical
tools were used with the help of SPSS to arrive at the conclusion. The datawere collected from the respondents
using online web forms. From the analysis, one can see to extent of social media influence on shoppers behavior
and also it affect consumer mind set and the consumer‟s thinking as customer can decide anything.

23
FundeYogesh et al., (2014)65 In their article state that Social media has reformed the ways of information sharing
and communication. In India, the growth of social networking and social media websites provides businessmen a
new alternative to contact customers. The researchers in this article make an attempt to find the influence of social
media on shopping decision of consumers. The article analyzes the impact on different stages and usage pattern of
shopping process. The research also insists that the social media is mostly used for getting information about the
product and quality. The study also indicated that the reviews and opinions in social media have an effect on the
buying decision process.

Felix PratamaChianasta et al., (2014)66 The research was conducted at Indonesia to identify the impact of social
media on promotion strategies. This survey has been completed using 205 samples. The inference of the survey
shows that the influence of promotion strategies used by Lenovo through social media was not positive. The results
indicated that through social media, Lenovo has notemployed effective promotion strategies. The past studies
indicate that there exists a positive influenceof social media to consumer purchasing decision with respect to other
brands in Indonesia. The study concludes that marketing managers of Lenovo have to put more efforts to draw the
attention of consumers toward their product through the social media.

WeerawitLerrthaitrakul et al., (2014 )67 This study, examines the impact of e- word-of-mouth which impacts
buying decision process in the airline market. The data was collected from consumers who purchased the tickets
of Low-Cost Carriers by reading the information on product review from social websites. The study also reveals
that social media plays a considerable role in consumers buying decision process during the purchase of tickets
from Low-Cost Carriers. The study provides information to these companies to develop effective online marketing
strategy through social media to get prospective customers.

Mehdi Abzari et al., (2014)68 The aim of this study is to analyse the influence of social media on customers views
on buying intention and brand image. Sample of around 200 customers in an Iranian was taken to study and they
were asked to fill the survey form. The conclusion of the study provedboth social media and traditional
advertising have an important impact on brand image.

Qureshi et al., (2014)69 This study investigates about the Consumer experiences in hotels andrestaurants on Social
media. Data is collected through questionnaire from various restaurants managers and customers. Totally about
191 survey forms were distributed to customers and only 161

24
of them were came. The data was analysed using social sciences software system. The results were helpful for
restaurants managers to improve service quality.

Bilal et al., (2014)70 This study examines on the role of social media networks on customer buying decision in
garment industry. Primary data were collected using self administered structured form with the students and faculty
members of Gujrat University. Various statistical techniques were applied on the collected data. This result
indicates that there exists a significant positive impact on customer buying decision by social media in garment
industry. The study shows how important is the presencein social networks for earning profits in the market.

D. Anthony Miles (2014)71 The study aims at analyzing and finding influence level of a website on consumers
and their decisions. This study also examines the impact of social media on client behavior. This study employed
survey method with a sample 62 of 383 college students. Statistical methods like factor analysis and structural
equation modeling were applied on collected data to testthe factor structures and psychological factors of the
data. Three hypotheses were framed and tested using AMOS software and the results notes that social media have
an impact on customer behavior. The website used for the analysis is ratemyprofessor.com.

BidyanandJha et al., (2015)72 This study makes an analysis on how social media impacts on buying intentions on
adults. This study analysed the information in 3 parts. The first part consists of exploratory study followed by
factor analysis and finally with structural equation modeling. The entire study was tested with AMOS software
version 21 and SPSS version 21. The study proved that the communication on social media has an impact on buying
behavior with respect to the brand image.

Harshini C S (2015)73 This study conducts an analysis of the existing theoretical contributions on Social Media
Advertisements and buying intention of the consumers. The study highlights the fact of Social Media
Advertisements and its impact on intention to buy, previous studies investigated about the impact of
advertisements given through website towards consumer‟s shopping behavior. This study provides a cluster of
consumer‟s response towards Social Media Advertisements with referenceto customer buying Intention.

S. Bion Aldo Syarief et al., (2015)74 This study analysed the role of social media, especially Twitter, a social
networking site, in communication with friends, with respect to the buying intension for the products of students
companies at president University. A sample of 140 students of President

25
University was taken to study and was asked to fill the questionnaire. Various statistical tools like structural
equation model, factor analysis, likertsacle were applied by using SPSS package. 8 hypotheses were framed and
tested. Out of eight hypotheses, 6 showed positive relation and rest showed negative relation.

WaqarNadeem et al., (2015)75 This study was conducted on how consumers buy goods online via peer
recommendations and Face book. This study also tested whether the website 63 service quality have an influence
on shopper trust, attitudes, and loyalty intentions. A survey was conducted with Italian teenage customers who uses
Face book to buy clothes .various hypothesis was framed and these hypotheses were tested by structural equation
modeling. The result of the study indicate that online service quality and use of Face book for on-line buying have
a great impact on consumer trust.

Nick Hajli (2015)76 Indicated in his paper that Social commerce could be a new technology in e- commerce and
the application of social media allows the customers to communicate more in the net. The author proposes a brand
new model to get a better understanding of social commerce employinga PLS-SEM methodology to check the
model. Results show web applications attracts the consumer to interact with others on the web. Customers use
social media constructs that successively increase the amount of trust and buying intention.

Alok R. Saboo et al., (2015)77 The researchers convey that, according to social identity theory, consumers work
effortlessly to increase the attractiveness of the team‟s people in the group. In the world of music industry, the
researcher proposed that consumers will involve in 3 social mediaactivities to boost the attractiveness of their
brands. First they send sample music in social media, secondly they follow the music artists in social media, and
finally they put comments on the artists' social media websites. With respect to brand attachment theory, the
researchers argue that thesethree activities on social media influence the consumer buying behavior. Statistical
analysis were performed with thirty-six music artists over seventy-three weeks and the results shows how the
buying behavior of consumer is influenced by social media activities.

Yichuan Wang et al., (2015)78 Tn their study, found that social media platforms has contributed to the growth of
recent business developments in e-commerce and also modified the buyer decision making process. A survey was
conducted with two hundred and seventeen active customers in the social commerce sites at pre-purchase stage
and post-purchase stage. The results indicate that there exists both positive and negative opinion about the product.
This affects the consumers‟ purchases. Word of

26
mouth content in social media has an effect on 64 consumers‟ intention to shop for a product. The Word of mouth
contents thereby increasing the chance of actual shopping for products and also helps in information sharing of
product with others on social commerce sites.

NugzarTodua et al., (2015)79 This article highlights on the attitude toward social media marketing, in Georgia.
The article aims to investigate the usage of social media for small business in Georgia. The influence of the research
have unconcealed that social media are largely used by customers, however,there is an only little impact on the
consumer buying decision. The Conclusions of the study provide more insight for higher understandings of demand
of customers in Georgia and also provides the information for implementation of the various strategy for marketing
the products through social media.

27
CHAPTER - 3 RESEARCH METHODOLOGHY

3.1 STATEMENT OF THE PROBLEM

There are a big retail stores and many different shops are there in the various cities of this south Indian part, and
nowadays many changes are taking place. Research has trying to see that now social media marketing is changing
the situation and taking place of traditional channels of marketing. Not only young generation but old age
consumers, working women, homemakers women those who areworking in various organization like Banks,
Private organizations and many more industries have showtheir interest in social marketing. In modern world, is
the world of technology where social media marketing is rising too rapidly. Study show that many consumers are
shifting from traditional way to modern way of purchasing the goods and services too. We have seen that social
websites are rising day by day like Flipkart, Amazon and many more. The way of thinking of consumers and many
customers are shifting i.e. changing. The perception of young as well as middle age and even old age consumers
are changing and moving. Some consumers are thinking that it has low cost that means as compare to other ways
means older way is relatively cheaper. So, social media and various networking sites are developing day by day
and consumers are attracting towards them. Many students, housewives, working class people are changing their
mind from traditional way to modern way. It is now really true that social networking which are doing the job of
marketing are mean to changing the mind and thinking of many and various consumers. So researcher trying to
find out how social media has changing the thinking and way of many consumers who are living in that district for
that research has collected much information about that and trying to find out in part of social networking sites or
social media marketing on consumer buying behavior.

3.2 NEED FOR THE STUDY

 Social media usage influences consumer satisfaction in the stages of information search
and alternative evaluation, with satisfaction getting amplified as the consumer moves along
the process towards the final purchase decision and post-purchase evaluation.
 Social media allows marketers to connect and engage potential customers where

28
 they are at: LinkedIn, Twitter, YouTube, Facebook, Instagram, and even some of the
younger platforms like TikTok. With a strong social media strategy and the ability to create
engaging content, marketers can engage their audience.

3.3 OBJECTIVES OF THE STUDY

 To study the impact of Social media marketing on consumer buying decision process.
 To measure the change in perception of the consumers through the content and engagementon Social
medias.
 To understand how business businesses can engage more customers to increase the brandvalue.
 To measure the positive influence of products and services social media advertising.

29
3.4 SCOPE OF THE STUDY

 The Scope of this research is ultimately to understand many features, advantages of social
media marketing.
 Understand the behavior of the consumer, factors affecting consumer behavior.
 Traditional method of marketing like Radio, Television are considered Upstarts with
questionable staying power.
 Many progressive business owners are dabbling in social media Marketing
 The long term benefit of an effective broad scope social media marketing campaign cannot
be measured in days or weeks.
 Bloggs, Twitter, Facebook fans, Dig links, Skype are various tools Adopted by customers
as well as marketers too.
 Scope is concerned with the place of the research also, for that researcher Has taken area
in respect of thane district, apart from this researcher has Taken Hamirpur , Galore and
Local Area Gahli , Mehre etc.

3.5 LIMITATIONS OF THE STUDY

 The study is confined to a small region of Hamirpur district.

 The data collected is totally primary data given by Hamirpur region respondents. There is
chance for personal bias.

 Lack of accuracy can be reason for inappropriate conclusion or suggestions.

 Most the young people came for regarding social media handles as compared toelderly
people.

 Elder people lacking knowledge about Social media marketing and not ableadapt
for SSM as compared to their traditional marketing experience.

 Due to shortage of time and other constraints, the study has been limited 105
30
 respondents only.

3.6 RESEARCH DESIGN

3.6.1 Descriptive research design

The study is purely descriptive research as it sought to identify the Customer Satisfaction level
based on the respondent responses. Descriptive research is involves data in order to answer
research questions concerning the current status of the study.

3.7 SOURCE OF DATA

The data are collected from the primary data and data collection is the term used to describe a
process of data collecting.

Primary Data – Questionnaire was prepared and given to 105 respondents

Secondary Data – online journals and websites & review of literature from published articles.

3.8 STRUCTURE OF QUESTIONNAIRE

The questionnaire was framed in sequence of knowing response regarding the online vstraditional
shopping and the second part of the questionnaire is framed completely regarding social media
marketing influence and impact on their shopping decisions.

31
 3.9 SAMPLING TECHNIQUE

3.9.1 convenience sampling method

Survey sampling is selecting members from a target population to be in a sample for a sample survey. Usually the
survey is some type of questionnaire (i.e. in-person, phone or internet survey). Convenience Sampling This type
of sampling can be done by simply creating a questionnaire and distributing it to their targeted group. Through this
method, researchers can easily finish collecting theirdata in a matter of hours, free from worrying about whether it
is an accurate representation of the population. Convenience sampling is a type of sampling where the first available
primary data source will be used for the research without additional requirements. It is also an easy sampling
method to collect data from the people without any hurdles.

3.10 PERIOD OF STUDY

The duration of this study is from June 2024 to July 2024 which is one Month of study.
3.11 SAMPLE UNIVERSE
The Sample Universe includes the people of North India region.

3.12 SAMPLE SIZE

The Sample size of the participants was of 105 people.S

3.13 ANALYTICAL TOOLS

PERCENTAGE ANALYSIS – It refers to a special kind of rates, percentage are used in making
comparison between two or more series of data. A percentage is used to determine relationship
between the series.

PIE CHART - A pie chart is a circular statistical graphic, which is divided into slices to illustrate
numerical proportion. In a pie chart, the arc length of each slice is proportional to that will represents the
data as per the responses by respondents through out the questionnaire.

32
 CHAPTER - 4 DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS

TABLE 4.1.1 AGE OF RESPONDENTS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 16 – 25 90 85.7
2 25 – 30 10 9.5
3 30 – 35 4 3.80
4 Above 35 1 0.009
TOTAL 105 100

SOURCE :- Primary Data

(Fig:4.1.1)

INTERPRETATION: from the above analysis 85 percentage of respondents are from age
group 16 to 25. 26 percentage of respondents are from age group of 25to 30 and 14 to 14.2
percentage of respondents are of age group 30 to 35 . 9 percentage of respondents are about
35.

INFERENCE :- majority 85.7 percentage of respondents are 16 to 25 in this question

33
 TABLE 4.1.2 PREFERENCE OF ONLINE/OFFLINE RESPONDENTS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 ONLINE 41 39.4
2 OFFLINE 63 60.6
TOTAL 104 100

SOURCE:-Primary Data

INTERPRETATION:-from the above analysis 39 percentage of respondents prefer

online shopping 60 percentage of respondents prefer offline shopping .

INFERENCE :-majority 60 percentage respondence prefer offline shopping

34
 TABLE 4.1.3 SOCIAL MEDIA CHANELS THEIR ACTIVE USAGE

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 FACEBOOK 19 17.2
2 TWITTER 8 8.1
3 LINKEDIN 4 4
4 INSTAGRAM 76 78.8
5 PINTEREST 10 11.1
6 OTHER 4 18
TOTAL 102

SOURCE:-Primary Data

INTERPRETATION: - from the above analysis 17 percentage of respondents shows face work as
their active social media 8 percentage of people shows Twitter as their active social media and 4%
LinkedIn 78 percentage of respondents are active on Instagram everyday 11 percentage of them
are active on Pinterest

INFERENCE:- 78 percentage of people are active on Instagram everyday

35
TABLE 4.1.4 SOCIAL MEDIA WHICH MAXIMUM INFLUENCE PURCHASINGB DECISION

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONENTS
1 FACEBOOK 10 10.2
2 TWITTER 7 7
3 LINKEDIN 1 1
4 PINTEREST 1 14
5 YOUTUBE 68 70.4
TOTAL

SOURCE:-Primary Data

INTERPRETATION:- from the above analysis 10 percentage of people are influenced by

Facebook ads 7 percentage of people are influenced by Twitter ads whereas one percentage
of respondents are influenced by LinkedIn ads 14 percentage are from Pinterest 69
percentage are from YouTube

INFERENCE:- majority of 69 percentage of respondents are influenced by advertisements from Facebook and
making theirpurchasing decision.

36
TABLE 4.1.5 SOCIAL MEDIA ADVERTISEMENTS INFLUENCES PURCHASING DECISIONS

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS
1 STRONGLY AGREE 69 20.2
2 DISAGREE 20 8.1
3 MAY BE 8 66.7
4 NONE OF THE ABOVE 5 4.2
TOTAL 102

SOURCE:-Primary Data

INTERPRETATION:- from the above analysis 66 percentage of respondents thinkmaybe

social media advertisements influence my purchasing decision where is
20 percentage of respondents strongly agree that social media advertisementinfluence their
purchase a percentage of them disagree

INFERENCE:- majority of 66 percentage of people are accepting maybe social media

advertisements are influencing their purchasing decision

37
TABLE 4.1.6 HOW MUCH CONSUMERS PURCHASE ARE INFLUENCED BY A SOCIAL
MEDIA ADVERTISEMNTS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 5-15% 42 41.2
2 25-50% 39 38.2
3 75-85% 20 16.7
4 100% 3 3.1
5 DON’T KNOW 1 2
105

SOURCE:-Primary Data

(FIG 4.1.6)

INTERPRETATION:- from t h e a b o ve a n a l ysi s o u t o f 1 0 5 t o 1 5p e rce n

ta g e o f i n f l u e n ce through so c i a l me d i a a d ve r t i se me n ts a re a cce p te d b y 4 1
p e rce n ta g e o f p e o p l e w h e re a s 3 8 p e rce n ta g e o fp e o p l e sa y th a t o n l y 2 5 to
5 0 p e r ce n ta g e my p u r ch a s i n g d e c i s i o n sa re i n f l u e n ce d b y so c i a l me d i a a d ve r t
i se me n ts .

INFERENCE:- majority 41 percentage of respondence say that only 5 to 15 percentage of my

purchasing decisions are influenced by social media marketing advertisements.
38
TABLE 4.1.7 SOCIAL MEDIA MARKETING IS HELPING ME IN PURCHASING

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS
1 STRONGLY AGREE 14 13.3
2 DISAGREE 36 8.6
3 NEUTRAL 44 41.9
4 AGREE 9 34.3
5 STRONGLY DISAGREE 2 2
TOTAL

SOURCE:-Primary Data

(FIG 4.1.7)

INTERPRETATION:- from the above analysis 13 percentage of people strongly agree social
media marketing is helping their purchasing decision Paris 41 percentage of respondents are
neutral about this only 34 percentage of respondents agree that social media marketing is
helping their purchasing decision.

INFERENCE:-Majority of 41.2 percentage of people are neutral about the decision ofpurchasing
from social media marketing because it's not so helpful according to their opinion

39
TABLE 4.1.8 HOW MUCH LIKELY WILL YOU BUY A PRODUCT RECOMMENDED ONLINE

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 VERY LIKELY 17 16.2
2 SOMEWHAT LIKELY 50 47.6
3 QUITE LIKELY 30 28.6
4 NEVER 7 6.7
5 SOMETIMES 1 1.2
TOTAL 105

SOURCE:-Primary Data

(FIG 4.1.8)

INTERPRETATION:- from the above analysis out of 149 percentage of people somewhat
likely will buy the product or service which are recommended online Paris 27.5 percentage
of respondents quite likely preferred to buy the product which is recommended online 16
percentage of people very likely would buy the product 6 percentage of people never would
like to buy the product recommended online

INFERENCE ; majority 49 percentage of respondents somewhat likely will buy theproduct which
is recommended online

40
 TABLE 4.1.9 ABOUT REGULAR READING OF PRODUCT/SERVICES CONTENT THAT
INFLUENCE PURCHASING DECISION.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 ALWAYS 22 19.6
2 OFTEN 17 16.7
3 SOMETIMES 51 50
4 RARELY 11 9.8
5 NEVER 4 4.7
TOTAL

SOURCE:- Primary Data

(FIG 4.1.10)

INTERPRETATION:- from the above analysis 50 percentage of respondents sometimes would

watch a read the content of products and services which influence their fropurchasing decision
where is 16 percentage of people often do it 9 percentage of people rarely I'm watching or reading
the content by influencers about the product

INFERENCE:-majority of 50 percentage people sometimes read the content that influences their
purchase of a product or service .

41
TABLE 4.1.10 ABOUT RELYING ON THE FEEDBACK OF THE ONLINE CUSTOMERS
BEFORE MAKING PURCHASING DECISION.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 YES 62 59
2 NO 11 10.5
3 SOMETIMES 32 30.5
TOTAL

SOURCE:- Primary Data

(FIG 4.1.11)

INTERPRETATION:- from the above analysis 58 percentage of respondents says that they
realise rely on feedback of online customers before making their purchasing decision paras
10 percentage of people say no and 30 percentage of respondents sometimes rely on feedback
of online customers before making the purchasing decision.

INFERENCE:- majority of 58.8 percentage of people say ask for feedbacks are helpful for
the purchasing decision.

42
 TABLE 4.1.12 SOCIAL HANDLES HELPING TO ENGAGE WITH FAVORITE BRAND

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 INSTAGRAM 67 69
2 FACEBOOK 18 18
3 YOUTUBE 54 54
4 TWITTER 3 3
5 LINKEDIN 0 0
6 PINTEREST 11 10
7 BLOG POST 10 10
TOTAL 100%

SOURCE:- Primary Data

(FIG 4.1.12)

INTERPRETATION:- from the above analysis 69 percentage of people acceptInstagram as

their favorite social media for engaging with their favorite product service online 18
percentage of respondents accept Facebook as their handle to follow for engage with
favourite product and services online respondents 54% go with YouTube 3% go with Twitter

INFERENCE:- majority of 69 percentage of people accept Instagram

43
 TABLE 4.1.12 SOCIAL MEDIA ADS ARE HELPFUL TO KNOW NEW BRAND

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 5% 15 15,7
2 25% 30 29.4
3 45% 27 26.4
4 75 – 100% 30 28.4
TOTAL 102

(FIG 4.1.13)

INTERPRETATION :- from the above analysis 26 percentage of people accept 45

percentage these social media advertisements helps me to find a brand new products services
online paras 28 percentage of people accept from 75 to 100 percentage social media
advertisements are helping me to find a new brand of products and services online

INFERENCE :- majority of 28 percentage of respondents accept social media advertisements

are helping to find new brand from from 75 percentage to 100 percentage.

44
TABLE 4.1.13 CHOISE OF SOCIAL MEDIA HANDLE FOR BRAND AWARENESS MORE
OFTEN

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 INSTAGRAM 71 71
2 TWITTER 0 0
3 FACEBOOK 10 17
4 YOUTUBE 52 49
TOTAL 104 100%

SOURCE:-Primary Data

INTERPRETATION:- from the above analysis 70 percentage of people will shoes Instagram
as a social media handle to buy a new product online Paris 17 percentage of people choose
Facebook 49 percentage of people choose YouTubeanother are linked in Pinterest Twitter.

INFERENCE:- Majority of 70.3 percentage of people choose Instagram as a social media

handle to choose to buy a new product.

45
TABLE 4.1.14 PROPER CONTENT ABOUT THE PRODUCT/SERVICES ATTRACTS CUSTOMERS
FOR BUYING DECISIONS.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 ALWAYS 37 34.7
2 NEVER 8 6.8
3 MOST OF THE TIMES 36 38.6
4 SOMETIMES 22 19.8
TOTAL 101 100%

SOURCE:-Primary Data

(FIG 4.1.13)

INTERPRETATION:- from the above analysis 38.6 percentage of respondencemost of the

times are attracted by the proper content about the product to servicewhich they love to buy
online 19.8 percentage of people sometimes get influenced and 34 percentage of respondents
always get influenced by the content which is posted
INFERENCE:- majority of 38.6 percentage of people most of the times are influenced by the
proper content which is post by their favorite product service social media handle

46
 TABLE 4.1.15 ABOUT NO.OF TIMES RESPONDANTS VISIT THEIR FAVORITES
BRANDS SOCIAL MEDIA PROFILE

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS
1 Weekly once 16 15.7
2 Monthly once 12 12.7
3 Before making a buying decision 32 30.4
4 Whenever 41 41.2
TOTAL 102 100%

SOURCE:-Primary Data

(FIG 4.1.14)

INTERPRETATION:- from the above analysis 41 percentage of people visit their favorite brand
social media profile whenever necessary Paris 30 percentage of people always visit before making
a buying decision and 12 percentage of people monthly ones 15 percentage of people weekly once.

INFERENCE:- majority of 41.2 percentage of people whenever necessary are visiting brands social
media profile for content for update.
.

47
4.1.15 ABOUT SOCIAL MEDIA MARKETING IS THE PLATFORM THAT PROVIDES FOR
INSTANT RESPONSE ABOUT THE PRODUCTS/SERVICES.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 Strongly agree 22 19.8
2 Agree 30 37.3
3 Disagree 30 37.3
4 Neutral 21 9.8
TOTAL 102 100%

SOURCE :- Primary Data

48
 Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

(FIG 4.1.15)

INTERPRETATION:- from the above analysis 37.3 percentage of people neutrally accept
that social media marketing platform is for instant response and also 37.3 percentage people
agree it's a platform for instant response only 19.6 percentage of people strongly agree that
social media marketing platform is for the incident response

INFERENCE:- majority of 37.3 percentage of respondents.

49
TABLE 4.1.17 ABOUT CUSTUMER REVEIWS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 20% 20 18.6
2 50% 35 33.3
3 75% 35 38.2
4 100% 10 9.8

INTERPRETATION :- from the above analysis it is said that 38.2 percentage of people think 75 percentage of these reviews
by customers are helpful for buying a product online where is 33.3 percentage of people accept only 50 percentage these
reviews are helpful whereas other side 75% is only its helpful only 9.8 percentage of people says it is 100% helpful for
making a buying decision.

INFERENCE :- majority of 38.2 percentage of people think that only 75 percentage these reviews of customers are
helpful for making a buying decision.

50
TABLE 4.1.18 ABOUT NRGATIVE REVIEWS OF ORDUCTS/SERVICES.

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONDENTS
1 Upto 15% - 35% 35 26.5
2 Upto 50% - 75% 25 46.1
3 Upto 100% 39 21.6
4 no 13 8.9

PRIMARY DATA :-

(FIG 4.1.16)

INTERPRETATION :- from the above analysis 46.1 percentage of people say s up to 50to 75
percentage of negative reviews of a product or service. Dad buying decision where is only 21.6
percentage of people say yes that 100 percentage of my buying decision will be stopped by a negative
review about a product online and the other side
26.5 percentage of people say yes.
INFERENCE :- Majority of respondents that is 46.1 percentage of people say yes up to 50 to 75
percentage of my buying decisions will be stopped because of the negative reviews of a product or
service online.

51
 TABLE 4.1.19 ABOUT PERCEPTION OF A PRODUCT/SERVICE ONLINE AFTER A
NEGATIVE FEEDBACK.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 YES 35.3
2 NO 15.7
3 MAY BE 49

SOURCE:-Primary data

(FIG 4.1.17)

INTERPRETATION :- from the above analysis 49 percentage of of respondents say that maybe
perception of product has changed because of social media marketing as compared to traditional
marketing where is only 15.7 percentage of people say no again
35.3 percentage of people are accepting it.

INFERENCE:- Majority of 49 percentage of people think maybe perception of a product service

online will change because of social media marketing as compared to traditional marketing.

52
TABLE 4.1.20 HOW MUCH IS SOCIAL MEDIA MARKETING HELPFUL FOR BUSINESS.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 YES 72 71.3
2 NO 8 9.2
3 MAY BE 21 22.3

SOURCE:-Primary Data

(FIG 4.1.18)

INTERPRETATION :- from the above analysis 71.3 percentage of people say ask that strip
social media marketing is helpful for today's business which is customer engagement where
is 21 0.8 percentage respondence think maybe it can be a reason.

INFERENCE:- Majority 71.3 percentage of people have accepted social media marketing is
helpful for today's business for huge customer engagement.

53
TABLE 4.1.21 SOCIAL MEDIA MARKETING IS MAKING BUSINESSES EASY TO
FIND THEIR TARGET AUDIENCE.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 Strongly agree 14 15.8
2 disagree 2 2.4
3 Neutral 28 20.8
4 Agree 47 46.5
5 Strongly agree 38 14.9
TOTAL

SOURCE Primary Data

(FIG 4.1.19)

INTERPRETATION :- from the above analysis 46 percentage of people agree that nowadays social
media marketing is making business is easy to find their target audience where is only 14 percentage
of people strongly agree 20 percentage of people are neutral about it 2 percentage of people disagree

INFERENCE :- majority of 46.5 percentage of people agree that nowadays social media marketing
is making businesses easy to find the target audience and its booming.

54
 TABLE 4.1.22 SOCIAL MEDIA AND TODAYS BUSINESSES ENGAGEMENT WITH
CUSTOMERS.
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 95 84.2
2 NO 10 15.8
TOTAL 105 100%

SOURCE Primary Data

INTERPRETATIONS :- from the above analysis 84.2 percentage of people say saying that social media marketing
is the reason for engagement of customers with their favourite brand or product nowadays where is 15.8 percentage
of people are not accepting that social media marketing is reason for engagement of customers.

INFERENCE :- majority of 84.5 percentage of people say as that is social media marketing is the reason for
engagement of customers with their favorite brand product nowadays. Listening.

55
TABLE 4.1.23 PROMOTIONAL E- MAILS
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 50 37%
2 NO 20 22%
3 MAY BE 35 41%
TOTAL

INTERPRETATION :- from the above analysis 41 percentage of people think that maybe promotional
emails and daily are being reason to get enough attention to buy a product or service online 22 percentage
of respondents say no to this whereas 37 percentage of people say that these promotional emails sent daily
are been reason to get enough attention to buy theproducts of service online.

INFERENCE :- majority of respondents that is 41 percentage of respondents that these promotional emails
sent daily maybe can be the reason to get enough attention to buy a product or service online.

56
 TABLE 4.1.24 :- ACTIVE PROMOTIONAL ACTIVITIES.
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 87 85.6
2 NO 28 14.4
TOTAL

INTERPRETATION :- from the above analysis 85.6 percentage of people say yes that active social
media promotion and everyday content sustains customers for long time then the inactive social
media profile of a product or service whereas 14.4 percentageof people say no to it.

INFERENCE :- majority 85 percentage of respondents say ask that active social media promotion
and everyday content sustains customers for a long time now a days for business.

57
 TABLE 4.1.25 SOCIAL MEDIA MARKETING VS TRADITIONAL MARKETING.
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 86 82.8
2 NO 32 17.2
TOTAL 99 100%

INTERPRATATION :- from the above analysis 82.8 percentage of people accept that socialmedia
marketing engage more customers than traditional marketing. Whereas 17.2 percentage of people are
not ready to accept that social media marketing is not engaging more customers.

INFERENCE :- majority of 82.8 percentage of people are accepting that social media marketing is
more engaging than traditional marketing regarding business booming and customer engagement

58
CHI-SQUARE TEST
CROSS TABULATION

The cross tabulation table is the basic technique for examining the relationship between two categorical (nominal
or ordinal) variables, possibly controlling for additional layering variables .The Cross tabulation procedure offers
tests of independence and measures of association and agreement for nominal and ordinal data.

CHI-SQUARE TEST
The chi-square test measures the discrepancy between the observed cell counts and what you would expect if the
rows and columns were unrelated. The degree of influence of the following independent variables pertaining to the
respondents with respect to the factors influencing marketing decisions and market conditions is:

(O-E)2
( 2) = ---------
E
With Degree of Freedom (D.F.) = (c-1) (r-1) where,O =
Observed frequency,
E = Expected frequency,c =
Number of columns, r =
Number of rows

59
ASSOCIATION BETWEEN AGE AND PREFERENCES SHOPPING ONLINE OR OFFLINE

ONLINE OFFLINE Marginal Row Totals

SHOPPING SHOPPING
16 – 25 39 40 79
above 35 2 23 25

OFFLINE
ONLINE SHOPPING Marginal Row Totals
SHOPPING
16 – 25 39 (31.14) [1.98] 40 (47.86) [1.29] 79
above 35 2 (9.86) [6.26] 23 (15.14) [4.08] 25
Marginal Column Totals 41 63 104 (Grand Total)

The contingency table below provides the following information: the observed cell totals, (the expected cell totals)
and [the chi-square statistic for each cell].

The chi-square statistic, p-value and statement of significance appear beneath the table. Blue means you're
dealing with dependent variables; red, independent.

You'll notice we've also calculated a chi-square statistic with the popular Yates correction. There's probably a
consensus now that the correction is over-cautious in its desire to avoid a type 1 error, but the statistic is there
if you want to use it.

The chi-square statistic is 13.6077. The p-value is .000225. Significant at p < .01.

The chi-square statistic with Yates correction is 11.9307. The p-value is .000552. Significant at p < .01.

60
ASSOCIATION BETWEEN PREFERENCE OF SHOPPING ONLINE OR OFFLINE AND NUMBER

OF TIMES VISITING THE FAVOURITE BRANDS SOCIAL MEDIA PROFILE FOR CONTENT

BEFORE BY MAKING A BUYING DECISION

WEEKLY ONCE MONTHLY ONCE BEFORE MAKING BUYING DECISION WHENEVER NECESSARY Row Totals

14 7 5 4 30
OFFLINE SHOPPING 2 7 26 40 75

Column Totals 16 14 31 44 105 (Grand Total)

The contingency table below provides the following information: the observed cell totals, (the expected cell
totals) and [the chi-square statistic for each cell].

The chi-square statistic, p-value and statement of significance appear beneath the table. Blue means you're
dealing with dependent variables; red, independent.

Results
BEFORE WHENEVER
WEEKLY ONCE MONTHLY ONCE Row Totals
MAKIN NECESSARY
GBUYING DECISION
ONLINE SHOPPING 14 (4.57) [19.45] 7 (4.00) [2.25] 5 (8.86) [1.68] 4 (12.57) [5.84] 30
OFFLINE
2 (11.43) [7.78] 7 (10.00) [0.90] 26 (22.14) [0.67] 40 (31.43) [2.34] 75
SHOPPING

Column Totals 16 14 31 44 105 (Grand Total)

The chi-square statistic is 40.9084. The p-value is < 0.00001. The result is significant at p < .01.

61
ASSOCIATION BETWEEN GENDER AND PREFERENCE SHOPPING ONLINE OR OFFLINE

FEMALE MALE Marginal Row Totals

OFFLINE
47 16 63
SHOPPING
ONLINE SHOPPING 30 11 41
Marginal Column Totals 77 27 104 (Grand Total)

The contingency table below provides the following information: the observed cell totals, (the expected cell
totals) and [the chi-square statistic for each cell].

The chi-square statistic, p-value and statement of significance appear beneath the table. Blue means you're
dealing with dependent variables; red, independent.

You'll notice we've also calculated a chi-square statistic with the popular Yates correction. There's probably a
consensus now that the correction is over-cautious in its desire to avoid a type 1 error, but the statistic is there
if you want to use it.

FEMALE MALE Marginal Row Totals

OFFLINE
47 (46.64) [0] 16 (16.36) [0.01] 63
SHOPPING
ONLINE SHOPPING 30 (30.36) [0] 11 (10.64) [0.01] 41
Marginal Column Totals 77 27 104 (Grand Total)

The chi-square statistic is 0.0265. The p-value is .870654. Not significant at p < .01.

The chi-square statistic with Yates correction is 0.0044. The p-value is .947369. Not significant at p < .01.

62
HYPOTHESIS

 Association between age and preference of shopping online and offline .

Null hypothesis: there is no relationship between age and preference of shopping online oroffline
Alternative hypothesis: there is a relationship between age and preference of shopping onlineor offline

The chi-square statistic is 13.6077. The p-value is .000225. Significant at p < .01.

The chi-square statistic with Yates correction is 11.9307. The p-value is .000552. Significant at p < .01.

 Association between gender and preference of shopping online or offline

null hypothesis there is no relationship between gender add preference of shopping online oroffline.
Alternative hypothesis there is a relationship between gender and preference of shoppingonline or
offline

 Association between preference of shopping online or offline and number of times visiting the
favourite brands social media profile

Null hypothesis: there is a relationship between preference of shopping online or offline andnumber of
times visiting favourite branch social media profile.
Alternative hypothesis there is no relationship between preference of shopping online oroffline
with number of times visiting their favourite brands social media profile for content.

The chi-square statistic is 0.0265. The p-value is .870654. Not significant at p < .01.

The chi-square statistic with Yates correction is 0.0044. The p-value is .947369. Not significantat p < .01

A hypothesis is a research-based statement that aims to explain an observed trend and create a solution that will
improve the result.

Current research shows that an effective social media campaign will promote the business and its brand along with
its products and services while encouraging the and target market to engage with the business and its brand through
comments, images, videos and a range of other multimedia.

63
CHAPTER 5

FINDINGS AND SUGGESTIONS

5.1 - FINDINGS

 According to the response from the Questionnaire reveals Majority 85.3% of respondents arefrom age
group 16-25.
 Majority 59.8% of respondents prefer offline shopping Majority 78.8% of respondents are activeon
Instagram.
 Majority 70.4% of respondents purchasing decisions is influenced by YouTube.
 Majority upto 66.7% of respondents are accepting that “may be Social media marketingadvertisements
influence my purchase .
 Majority 41.2% of respondents think that only 5-15% of Social media marketing advertisementsare
influncing their purchasing decisions.
 Majority 41.2% of respondents are also accepting that it’s neutral about the Socia media
marketing helping their Purchasing decisions.
 Majority 49% of respondents somewhat likely will buy the product which is recommendedonline.
Majority 50% of respondents Sometimes do watch / read their favourite product
/services content that influences their purchasing decisions.
 Majority 58.8% of respondents yes they are relying on feedback of online customers beforemaking
their purchase.
 Majority 69% of respondents chose Instagram as their Social media handle that is helping themto engage
with their favourite product /services online.
 Majority 29.4% of respondents accepts 25% of Social media marketing advertisements helpsthem to
find a Brand new product /services online.
 Majority 71.3% of respondence shoes Instagram at handle to buy a product online.
 Majority 38.6 percentage of respons have answered most of the times proper content about theproduct or
service attracts customers for buying decisions.

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 Majority 41.2% of response to that they received their favourite brand social media profile whenour
necessary .
 Majority 37.3 percentage of respondents equally agree that social media marketing is theplatform for
instant response about the product or services .
 Equally The Other 37.3 percentage of respondence are neutral about this.
 Majority 38.2 percentage of respondents comes to a conclusion that Social media marketing
advertisements are only 75% of customers are helpful for making a bying decisionS.
 Majority 46.1 percentage of respondents admitted that negative reviews of a product is up to 50to 75%
will stop their buying decision.
 Majority 49 percentage of respondents may change their perception about a product or servicebecause of
social media marketing than compared to traditional marketing.
 Majority 71.3 percentage of respondents think that social media marketing helpful for today’sbusiness
for huge customer engagement.
 Majority of 46.5 percentage of respondents agree that social media marketing is makingbusinesses easy
to find the target audience nowadays.
 Majority 84.2 percentage of respondents accepts as for the statement that is “Social mediamarketing
is the reason for engagement of customers with their favourite brand or product” .
 Majority 41 percentage of respondents think maybe the promotional email sent daily are beenreason to
get enough attention to buy the product or services.
 Majority 85.6 percentage of response accepts yes for active social media promotion andeveryday content
sustains customer for long time.
 Majority 82.8% of respondents game up with the large voting on social media marketing as
compared to traditional marketing.
 Majority of people opinion on social media marketing were like
 Helpful tool to purchase
 Transparent of information
 Instant reviews and response
 Making businesses easy to find the target audience
 Good and flexible platform for engaging with buyers and Consumers at the same time

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 5.2 – SUGGESTIONS AND RECOMMENDATIONS

The study overall reveals both the positive and negative aspects of consumers on based of their experiences
in social media marketing.
Consumers experience in buying through social media marketing nowadays is positive as soul as the
negative side is because of that fraudulent involved in some of the block post or social media marketing
platforms
Some of the customers have also complaint about social media marketing flexibility for illiterate and elder
generation people
Social media handles have a far reach with the younger generation as compared to elder generation so this
can push to a situation for the elder people to deny buying products from online.
Business nowadays widely welcoming marketing methods involving social media handles for innovative
advertisements are supportive but understandable for consumers and being transparent is more important.
Social media marketing has a positive side and a negative side It is businesses responsibilities to take care
about the negative side for securing customers loyalty

There are various variables like education, occupation, income, gender, age and many morewhich
affecting consumer behavior and social media too.
There are different types social networking sites are there like twitter, whatsupp. You tube,skype,
and many more which affecting consumer behavior.
There many social media marketing and social networking sites where as some of them arevery
much significant while some are not significant.
There are many uses of social media networking like sending messages, downloading,uploading,
important messages transmission and many more.
The more use of social networking sites increases the persons involvement in decision makingand which
is very important .
Comparison can be made between traditional mode of media and social media communication
Traditional media is also affecting the behavior of consumer so the social media but social media give
latest updates and increase the knowledge society in general and consumers in particular.

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It can be recommended that social media is more affecting behavior of consumers ascomparison can be
made between traditional marketing and social media marketing.

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CHAPTER 6

CONCLUSION

6.1 - CONCLUSION

Social media can be a powerful tool for any organizational can increase your visibility. Enhance
relationships, establish two-way Communication with customers, provide a forum for feedback,
unimproved awareness and reputation of the organization. For these reasons, social media websites have
become an important platform for organizations.

Social media can be a powerful tool for any organization. It can increase your visibility, enhance
relationships, establish two-way communication with customers, provide a forum for feedback, and
improve the awareness and reputation of the organization. For these reasons, social media websites have
become an important platform for organizations.

The comparison of Social media advertising channels as whole and tradition channels advertising as a
whole results in favor of Social media advertising channels. On every aspect of the advertising
respondents agree that Social media advertising channels are better than that of tradition media
advertising. The following table gives the hypothesis and the results of the data analysis for these
hypothesis

68
REFERENCES

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http://blog.webcertain.com/worldstatistics-on-the-number-ofinternet shoppers.

 Aldo Syarief, and Genoveva, (2015),The Analysis of Communication between Friends on Social Media towards

Purchase Intension (A Study Case of Companies in Entrepreneurship Project of President University, Bekasi,

Indonesia), Procedia - Social and Behavioral Sciences, Vol. 169, , pp. 31-42, ISSN number 1877-0428

 Anthony Miles, D. (2014) "Social Media and Consumer Behavior: A Marketing Study On Using StructuralEquation

Modeling for Measuring the Social Media Influence On Consumer Behavior.", Academy of Business Research

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Page.Number 65-74

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 Belch, M.A. Belch, G.E. and Belch, (2003) Advertising and promotion : an integrated marketing communications

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70
Social Media Think: Lab.

71
APPENDIX

(QUESTIONNAIRE)

Name :

Age :

a) 16 – 25

b) 25 – 30

c) 30 – 35

d) Above 35

Gender :

a) Male

b) Female

1) Do you prefer shop to

a) ONLINE

b) OFFLINE

2) Which Social Media channels are you most active on ?

a) FACEBOOK

b) TWITTER

c) LINKEDIN

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d) INSTAGRAM

e) PINTEREST

3) Which of this Social media will influence your purchasing decison ?

a) FACEBOOK

b) TWITTER

c) LINKEDIN

d) INSTAGRAM

e) PINTEREST

4) Social media advertisements influences my Purchase ?

a) STRONGLY AGREE

b) DISAGREE

c) MAY BE

d) NONE OF THE ABOVE

5) How much of your purchases you think influenced by a social media

Advertisements ?

a) 5 – 15 %

b) 25 – 50 %

c) 75 – 85 %

d) 100%

6) Social media marketing is helping me in my Purchasing decision.

a) Agree

b) Disagree

c) Neither Agree nor Disagree

73
7) How likely are you buy a product recommended online ?

a) Very likely

b) Somewhat likely

c) Quite likely

d) Very likely

8) How often do you watch or read the Product / services content that influence your

purchasing decision ?

a) Daily

b) 1 – 2 times a week

c) Once a month

d) Only when needed

9) I always rely on the feedback of online customers before making my purchasing

decision.

a) YES

b) NO

10) Which social media handle helps you to engage with your favorite Product /

Service online.

INSTAGRAM

FACEBOOK

YOUTUBE

TWITTER

LINKEDIN

PINTEREST
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BLOG POST

11) How much Social media Marketing/advertisements helps you to find a Brand new

products/ services .

a) 5%

b) 25%

c) 45%

d) 75% to 100%

12) Which social media handle you choose to buy a product more often?

INSTAGRAM

TWITTER

FACEBOOK

YOUTUBE

LINKEDIN

PINTEREST

13) Proper Content about the product/service attracts customers for a buying

decisions.

a) ALWAYS

b) NEVER

c) MOST OF THE TIMES

d) SOMETIMES

14) How many times you visit your favorite Brand’s Social media profile.

a) WEEKLY ONCE

b) MONTHLY ONCE

c) BEFORE MAKING A BUYING DECISION

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d) WHENEVER NECCESSARY

15) Social media marketing is the platform for instant response about the

products/services.

a) AGREE

b) DISAGREE

c) MAY BE

d) NONE OF THE ABOVE

16) How much of these reviews of cutomers are helpful for making a buying

decision?

a) 20%

b) 50%

c) 75%

d) 100%

17) Negative reviews of a product / service will stop my buying decisions ?

a) YES UPTO 15% - 35%

b) YES UPTO 50% - 75%

c) YES UPTO 100%

d) NO

18) Did you change your perception about a product / services because of socialmedia

marketing than compared to Traditional marketing?

a) YES

b) NO

76
19) Do you think social media marketing helpful for today’s businesses for huge

customer engagement.

a) YES

b) NO

20) Now a days Social media Marketing is making businesses easy to find their target

audience.

a) YES / AGREE

b) NO / DISAGREE

c) MAY BE

d) I DON’T THINK SO

21) Social Media Marketing is the reason for engagement of customers with theirfavorite

Brand/Product

a) YES

b) NO

22) Promotional E-mails sent daily are been reason to get enough attention to buy the

product/service

a) YES

b) NO

23) Active Social Media Promotion and every day content sustains customers forlong

time

a) YES

b) NO

77
24) Social Media marketing engage more customers than traditional Marketing

a) AGREE/YES

b) DISAGREE/NO

25) Your Opinion On Social Media marketing

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