Impact of Social Media Marketing on Robocom

International’s “Python and Machine Learning

Programme” Buying Decision and Programme
Effectiveness

Ishandeep Singh

Banarsidas Chandiwala Institute of Professional Studies, GGSIPU

[email protected]

Abstract- Social media has created a huge buzz in today’s world. It is very popular in the younger generations,

but the middle and the older generations are also not untouched by the wave of social media. On domestic front

it is used for interacting with friends and relatives and for the purpose of socializing. On professional front, it

has been widely used for acquiring markets by new business ventures. Social media has been the most recent

and booming technological innovations. It offers a wide range of benefits. Interest and curiosity to gain more

knowledge in the field of social media marketing has been the main ground for selecting the topic of social

media marketing for the research purpose. This study tries to find out whether social media marketing has some

impact on consumer buying decision of Robocom’s product. Also trying to find out the preferred mode of

marketing of the consumer to buy Robocom’s product. At the last to know the customer reviews for Robocom’s

product. The responses were collected from 100 respondents. The collected data was evaluated using

percentage method. The respondents are chosen through non probability random sampling. Exploratory,

Descriptive and Causal type of research is adopted for the study. Non-probability sampling technique,

convenience sampling is carried out for collecting the primary data. Primary data was collected through self-

administered questionnaire.

Keywords- Social Media Marketing, Consumer Buying Decision, Product, Online Marketing, Offline Marketing
 I. INTRODUCTION

T he term “Social Media Marketing” refers to the use of social media and social networks to market a

company’s products and services. The marketing is done through social media platforms like: - Twitter,

Facebook, LinkedIn etc., where Twitter is a social site premeditated to let people share short messages or

“updates” with others. Facebook, in comparison, is a full-scale social networking site that permits for sharing

photos, updates, joining events and an assortment of other activities. LinkedIn, a professional business-related

networking site, allows companies to create professional profiles for themselves as well as their business to

network and meet others. The role of social media in marketing is to use it as a communication tool that makes

the Marketers reachable to those interested in their product and make them visible to those that don’t know their

product. It ought to be used as a tool that creates a personality behind their Brand and creates relationships that

they otherwise may never gain. This creates not only Repeat-buyers, but customer loyalty. Fact is social media

is so diversified that it can be used in whatever way best suits the interest and the needs of the business. There

are significant and popular potential that social marketing can result in extremely effective marketing.

It can easily be attributed that those marketers who have cracked the algos of internet are the kings of the digital

world, they do earn that hefty revenue which also leads to a huge customer base, whereas the unfortunate

marketers who just could not decode the algos are left way behind and they just fail to build their customer base

which results in a meagre revenue. From the outlook of companies, social media is not just about dealing with

what people say about you online though, it’s about communicating with your customers and future customers,

it’s about constructing a community, being part of other communities; it’s about cultivating people, listening to

them, and letting them know all about you, your company, the people that work for you, your products, your

services, your business philosophy, your integrity and your organizational culture.

Moving forward to the consumers, who actually use the products or services provided by the marketers via the

internet where it acts as a medium of two-way communication between the marketers and consumers is indeed

the only thing in the digital world where the consumers spend a major chunk of their valuable time looking out
for a product or service that can assist them in one way or another leading to the sole reason behind the

existence of social media marketing. Lastly, there are some invaluable results from research conducted by a

renowned researcher which can’t be unnoticed by the marketers like: - Mr. Fisher who concluded that of the 70

percent of consumers who had visited a social media site to get information; 49 percent of these customers

made a purchase decision with this information they found and 60 percent of the respondents in the study said

they are likely to pass on information they find online. So, to sum up the importance of social media marketing

for marketers, a quote by Mr. Jeff Ragovin demonstrates it with perfection. The quote is: -

“Brands that ignore Social Media… will die. It’s that Simple.”

II. OBJECTIVES

1. To analyze the impact of social media marketing on Robocom International’s product buying decision

2. To find out the preferred mode of marketing by the consumer while purchasing a product

3. To know the customer review of Robocom International’s product

 III. LITERATURE REVIEW

3.1 Sony Varghese and Mansi Agrawal (2021)

200 people filled the questionnaire. The research has shown a powerful impact of social media marketing on

consumer buying decision. When the marketing is done through social media, it is not all about consumer

awareness or selling the product itself. It is more than that which includes retaining a built-up relationship and

building it between the potential buyers and corporations. Now the consumer is the king who can get all the

information regarding a product or services by simply speaking with each other.

3.2 Manawati Panwar, Dr. Swati Saxena (2020)

70% of the people have shown that there is an impact of social media on their Buying Decision. Some of them

have even impulsively bought a product after watching an advertisement on social media. Also reviews and

ratings are seen to be an important decision factors while making a decision which shows that social media is

creating an ease for consumers to actively search, compare, review the product at a single platform.

3.3 Dr. Manjit Kaur, Dr. Rajinder Kaur (2020)

It was concluded that in the research that perceived value is the most important factor that influences consumer

buying decision on social media. Positive reviews of customers on social media are also found to positively

impact buying behavior of consumer. Reviews are given by those consumers who have used that

product/service.
3.4 Voramontri & Klieb (2019)

Impact of social media on Consumer Behavior resulted that social media are the critical tool for the customers

to search, which helps to purchase the products, especially for complex buying behavior. Most consumers prefer

online purchases due to low cost, less time, easy access, and information availability. Consumers mostly access

social media for the purchase due to their convenience and to get more information. The quality of online

reviews also controls the purchase intentions, brand awareness all lead to a positive impact.

3.5 Jothi & Gaffoor (2017)

In their study regarding Impact of social media in online shopping: found that consumers purchased more when

they got interested in the media due to more information. The preference given by the customers to purchase the

products are quality, the security of credit/debit cards, and a variety of products, and so on. The customers

depend on various alternatives; they combine the information and evaluate before making any final selection of

the product.

3.6 Alireza Mohammadpour et.al (2016)

The research was based on evaluation of the effect of social media marketing on online shopping of customers

was done. 169 students from Tehran University were selected to collect the data. From the study the researcher

concluded, social media marketing has directly positive and significant impact on online shopping of customers
3.7 Mukhaini et al. (2014)

This study out to identify Impact of social media on Consumer Buying Behavior, through the study, it was

found out that the social media like Instagram are mainly used for the purchase of products related to fashion.

The factors influencing the customers to prefer social media for that particular area's buying motive is the

informational and design factor.

3.8 Sema (2013)

In the study conducted, it was found out that people use social media to purchase, but they also use that to share

their reviews, decisions, suggestions, information, advice, etc. Social media is also used as a tool for future

purchases. Posting the information by the people on social media helps the other people get more about the

products, and the social media platform like Facebook, Twitter, or Myspace are the popular platforms through

which the customers buy.

 IV. RESEARCH METHODOLOGY

POPULATION

The population for the research taken were the engineering undergraduate students in third and final year of

their degree in the colleges of Mumbai, Bangalore and Pune.

SAMPLING METHOD

For this paper, I have chosen Convenience Sampling technique, since it is not feasible to survey whole universe.

Convenience Sampling/ Availability Sampling is a type of sampling in which the researcher takes samples

conveniently from the population which is around or from the internet services. It totally depends upon

researcher that which source of information does they choose for their research purpose.

• Sampling Technique: Non-Probability Convenience Sampling

• Sampling Unit: Engineering undergraduate students currently in

third and final year of degree

• Sample Size: 100 Respondents

• Sample Area: Mumbai, Pune and Bangalore

• Statistical Tool: Percentage Method

 SOURCES OF DATA

The data is being collected using an instrument i.e., a questionnaire. Since, it gives more flexibility in terms of

the data owing to the questions put up to the respondents personally.

Type of questionnaire

The type of questionnaire used in this research is “Self-Administered Questionnaire”.

Self-administered questionnaire

A self-administered questionnaire is a structured form of questionnaire which is designed specifically to be

completed by a respondent without intervention of the researchers collecting the data. Here the respondent fills

in the questionnaire on their own.

METHODS OF DATA COLLECTION

Primary Data

This type of data consisted of the observation; results of the people collected from questionnaire concerned with

the search process such as feedback of the people who volunteered their opinion on various issues.

Secondary Data

This type of data consisted of the past observation that are made based on previous results collected through

articles, journals etc. which gave insights on social media marketing and consumer buying decision. From the
past result we seek to know if their exists relationship between social media marketing and purchase decision or

not, also trying to figure out the preferred mode of marketing by the consumers while purchasing a product.

RESEARCH DESIGN

The research design used for this paper is “Exploratory, Descriptive and Causal”

Exploratory research design is used when the problem is not clearly defined. It is conducted to have the better

understanding of the existing problem but will not provide conclusive results. Descriptive research design aims

to correctly and systematically explain a population, situation, or phenomenon. It deals with determining the

frequency with which something occurs or how two variables vary together. Causal design is a research

design that seeks to find relationships between independent and dependent variables after an action or event has

already occurred.

SOFTWARE/APPLICATION/INSTRUMENTS USED

The research instrument which I used is questionnaire. The application software which I used is Microsoft

Office.

Tools Used: -

• Ms Excel

• Ms Word

• Google Form

• Pie Charts

• Bar Graphs
 V. FINDINGS

 Among the respondents, 58% were men and 42% were women

 Most of the respondents are students of University of Mumbai

 A major chunk of the respondents is currently in their third year of engineering degree

 Out of the total respondents, maximum belong to Computer Science branch of engineering degree

 A large number of the respondents used Internet Often

 Every respondent used social media

 Out of the total usage of Social Networking Sites, Instagram and LinkedIn were used frequently whereas

Facebook and Others were used very less

 A greater no. of the respondents was triggered by social media marketing on buying of Robocom

International’s product

 Majority of the respondents felt that the social media marketing done by Robocom International had

more influence than offline on buying its product

 The respondents preferred Online Marketing for Interesting and attractive advertisements, ability to

change views about the products, reach to the target population and credibility of the advertised product.

The preference for Offline Marketing was seen for Informative Advertisements and having a long-

lasting effect on perception of a brand or Product

 On the basis of accessibility and convenience of buying a product through, respondents found social

media, Online workshop and Telemarketing to be Suitable whereas Offline workshop and Print Media

were found to be Unsuitable

 Greater number of respondents got to know about Robocom International’s “Python and Machine

Learning Programme” through Instagram Platform

 The paramount reason for purchasing “Python and Machine Learning Programme” was Social Media

Promotion

 Most of the respondents were pleased with the “Python and Machine Learning Programme” of Robocom

International

 Most of the respondents were believable to repurchase the “Python and Machine Learning Programme”

of Robocom International

 The one-word description for the product came out to be Great

 VI. CONCLUSIONS

The foremost objective of this research was to analyse the impact of social media marketing on purchase of

Robocom International’s product. This study showed that there is a positive impact of social media marketing

on consumer buying decision for Robocom’s product. Since, 83% of the respondents were triggered more by

social media marketing as compared to offline to buy its product, similarly, 77% of the respondents were

influenced by social media marketing more than the offline one. Also, 62% of the respondents agreed to the

social media promotion as the major reason for purchasing the Robocom International’s “Python and Machine

Learning Programme”.

The subsequent objective was to find out the preferred mode of marketing by the consumer while purchasing a

product. The study showed dominance of Online Marketing. The majority preferred Online Marketing for

interesting and attractive advertisements, ability to change views about product, reach to the target population

and credibility of the advertised product. Offline Marketing had its preference in informative advertisements

and long-lasting effect on perception of a product. Also, the most suitable as per the accessibility and

convenience of buying a product through came out to be social media.

The terminal objective was to know the customer review of Robocom International’s product. The study

showed that 57% of the respondents were satisfied with the product as well as 61% of them are likely to

repurchase the product. Also, one word description for the product came out be “great”.

Overall, the study showed that the social media marketing had a monumental impact on Robocom International

product and the consumers who used this product were content with what they were offered. Also, immense

favouring for Online Marketing was seen.

The recommendation is according to the fact that there is always a scope of improvement is that a variety of

products can be offered to wider the customer base as well as the new trends in technology should be

immediately included in the curriculum to make the students corporate ready.

 REFERENCES

1. Sony Varghese and Mansi Agrawal (2021), Impact of Social Media on Consumer Buying Behaviour.

Saudi J Bus Manag Stud, 6(3): 51-55.

2. Manawati Panwar, Dr. Swati Saxena (2020), Impact of Social Media Marketing on Consumer Buying

Behaviour. World Journal of Innovative Research, 9(6): 41-45.

3. Dr. Manjit Kaur, Dr. Rajinder Kaur (2020), Impact of Social Media Marketing on Consumer Buying

Behaviour: An Empirical Study. International Journal of Advanced Science and Technology, 29(11s):

975-984.

4. Chand Prakash, Dr. Sunil Kumar, Amit Dangi, Kanchan Yadav (2021), Exploring the role of social

media in shaping consumer Buying behaviour: A factor analysis approach. Academy of Marketing

Studies Journal, 25(1): 1528-2678.

5. Nivethitha Victor, Renuga Devi (2018), A Study on the Impact of Social Media on Digital Marketing.

Retrieved from Microsoft Word - S218-Final (icmis.net), accessed on 13/09/2021.