Summer Intership Project (EDITED)
Summer Intership Project (EDITED)
DISSERTATION FOR
MASTER OF BUSINESS ADMINISTRATION F&C (3rd Sem)
UNIVERSITY OF LUCKNOW
BATCH: 2020-2022
CERTIFICATE
SOCIAL MEDIA MARKETING’’ is the bona fide work of Sankalp Tripathi conducted
Date:
S.K. Shrivastava
Place:
ACKNOWLEDGEMENT
At the very onset, I bow to the Almighty God for all the blessing bestowed on me over the years. I take
this opportunity to express my deep sense of gratitude to my supervisor, Mr. S. K. Shrivastava and Dr.
Vasudha Kumar of University of Lucknow, Lucknow who with their encouragement, unstinted
support, invaluable suggestions and unmatched enthusiasm has always boosted my morale. Their
encouragement, guidance and support from the initial to the final level enabled me to develop an
understanding of the subject. Without their inspiring guidance, constant encouragement and valuable
I would also like to thank my colleagues and my family for rendering their invaluable help, cooperation
and guidance whenever needed to accomplish this study. And I shall never forget the moral support and
affection extended to me from my batch mates for keeping my spirits high throughout this study.
Sankalp Tripathi
DECLARATION
Programme at the University of Lucknow, Lucknow hereby declare that all the Information,
Facts and Figures used in this Research Project Report have been collected by me. I also
declare that this research project report has been prepared by me and the same has never
been submitted either in part or in full to any other university or institute or published earlier.
S.NO CONTENTS
1. Executive Summary
2. Introduction
8. References
9. Questionnaire
OFFER LETTER
SPREAD SHEET
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Months) gave me inside in to the client- dealer relationship and how you can
actually pitch in the selling of recruitment services to the client. During my project
My job in the company was to do the research of the companies who can be
I used to do research through Linkedin, Indeed and Google and based on the
company in the field of web designer, web developer etc. I used to record my
Company Profile
It's never about US, but always about YOU. But we do have our little story to tell.
staffing and recruitment with the help of continues research and develpment in
technology.
in field of providing end to end hiring and recruiting solutions. With large number
of companies network.
We help people ditch the script on the old ways of thinking and make the people-
work connections that enable the growth which job seekers and employers are
striving for.
We're all about placing the right people in the right positions, not just filling a
quota. We listen to both the client and candidate's needs and ensure the entire
workforce through our well-defined research and tech based platform which
mainly monitors the real time market trend and various diversified needs.
The alliance is established by assisting the company with a skilled workforce and
status.
It's not a success until both our client and candidate are happy. Let us help you
We are the story of work with a team of supercharged, talented, and experienced
people along with fresher who are highly ardent and can go to any extent to
We will not bore you with our history, the number of locations we have or the
We live in a world where nothing is permanent, job seekers and employers are
continually asking, ―What‘s next?‖ The next chapter in life and quest
Our Services
Post a Job
Search CVs
Free Branding
Campus Recruitment
Online Assessment
Terms of Payment
hiring and onboarding employees. In other words, it involves everything from the
range of workers. Larger organizations may have entire teams of recruiters, while
others only a single recruiter. In small outfits, the hiring manager may be
advertisements, job boards, social media sites, and others. Many companies to
While the recruitment process is unique to each organization, there are 15 essential
steps of the hiring process. We‘ve listed them here, but for a detailed exploration
Review applications
Interviews
Applicant Assessment
Background Check
Decision
Reference Check
Hiring
Onboarding
Types of recruiting
Retained Recruiting: When organization hire a recruiting firm, there are several
a recruiting firm to fill a vacancy, they pay an upfront fee to fill the position. The
firm is responsible for finding candidates until the position is filled. The
organization also agrees to work exclusively with the firm. Companies cannot, in
other words, hire multiple recruiting firms to fill the same position.
Contingency Recruiting: like retained recruiting, contingency recruiting requires
contingency. Instead, the recruitment company receives payment only when the
positions.
benefit which helps former employees transition into new jobs. Outplacement
seek employment with a different organization that offers a better fit for their skill
set. We offer to help workers with this process. At our Reverse Recruiting Days
we review resumes, conduct mock interviews, and offer deep dives into specific
procedures, and finesse in order to produce high-quality hires with regularity. With
that in mind, here are out top-three tips for effective recruitment:
Look internally before externally: there‘s a good chance the best candidate
culture and goals. Given their past success within your organization, it is
candidate is not actively looking for a new job and will not respond to your
job board ad. Why? Because they‘re likely already employed elsewhere.
After all, why wouldn‘t your competitors also want to employ your ideal
your applicant pool for top talent. Encouraging your staff to attend industry
departments); searching social media sites (i.e. LinkedIn) for strong resumes
from candidates who might not be actively looking for a new job; and
network.
Hire the sure thing: according to two authors and experts, you should hire
the person who is already excelling doing the exact job in your industry.
candidates and hiring them to fill open positions. However, effective recruiting
that will lead to reliable results, on the one hand. On the other, it requires
sophistication to think outside the box in order to find your ideal candidate.
Full cycle recruiting, also referred to as full life cycle recruiting or end-to-end
recruiting, is a term used to describe a holistic recruitment process with a full cycle
recruiter involved in every step of the process. A full cycle recruitment process
involves six main stages: preparing, sourcing, screening, selecting, hiring, and
onboarding.
A full cycle recruiter is able to complete each stage of the recruitment cycle, from
the vacancy intake and sourcing of candidates all the way through the extension of
life cycle recruiting may differ. In a start-up or smaller organization, this will often
people team has specialized in a specific stage of the recruiting process. There
process.
Let‘s take a look at some of the benefits that come with end-to-end recruiting.
Pros
Candidate experience. A lot has already been said about the importance of
a great candidate experience. It‘s not hard to see how having a single point
candidate experience.
Instead of speaking to various people at the same time, not knowing who to
reach out to and when, candidates know exactly who will be guiding them
through each stage of the process. This will reassure them in what can be
For the recruiter, involvement throughout the entire process presents a great
them which, in turn, will have a positive effect on the experience of the
latter.
applying for a job and that same candidate accepting a job offer. As such, the
experience.
Having one and the same person in charge of the entire process limits the chances
of unnecessary delays. If I‘m the one managing every stage of the recruitment
process and guiding candidates through them then I don‘t depend on other people
This can, however, only work if the person managing the recruitment process is
With a full cycle recruiter in charge, it‘s also clear for all the parties involved who
Cons
There are two sides to everything and end-to-end recruiting is no exception to this.
in every stage of the recruitment process, there can only be a certain number
because the full cycle recruiter doesn‘t have enough time to take care of all
the candidates.
This means that full cycle recruiting is particularly well suited for highly
often have people who are specialized in a specific part of the hiring process.
They‘ll have a that, depending on the size of the organization, consists of,
The reason for this is that each stage of the recruitment process requires a
different ball game than negotiating offers or onboarding new hires. For one
Of course, there are tools available for each stage of the recruitment process that
can support the full cycle recruiter in their job. Keeping up with the latest
technology and knowing how to use it can, however, still take up a big chunk of
their time. We‘ll give a few examples of different types of technology that can be
A word about soft skills is in order here too. For a full cycle recruiter, things like
listening, communicating, and being good at building relationships both with the
candidate and the hiring manager are essential. They‘ll need to master these soft
skills, among others, on top of the more technical skills necessary to work with
In this section, we‘ll zoom in on the actual full cycle recruiting process. We‘ll
describe each of its six stages and the role of the full cycle recruiter in them.
1. Preparing
In this stage, it‘s about gathering information from the . As soon as the has been
approved internally, the recruiter will contact the hiring manager to make an
During the intake, the recruiter and hiring manager will discuss the specific
requirements for the new position. It includes the required skills, role in the team,
Strategy: This step involves determining goals, the social media channels to be used,
and the type of content that will be shared.
Planning and Publishing: Businesses should draft plans of what their content will look
like (i.e. will there be videos? Photos? How much script?) and decide when it will be put
out on the platform.
Listening and Engagement: Monitoring what users, customers, and others are
saying about the posts, brands, and any other business assets. This may require the
adoption of a social media engagement tool.
Analytics and Reporting: Part of being on social media is knowing how far posts are
going, so reports of engagement and reach are very important
Advertising: Purchasing ads on social media is a great way to promote and further
develop a brand. 1
Because audiences can be better segmented than more traditional marketing channels,
companies can ensure they focus their resources on the audience that they want to target using
social media marketing. Some of the metrics used to measure the success of social media
marketing (which is also known as digital marketing and e-marketing) include:
Advantages and
Disadvantages of
Social Media
Marketing (SMM)
Social media marketing campaigns have the advantage of appealing to a broad audience at
once. For example, a campaign may appeal to current and prospective customers, employees,
bloggers, the media, the general public, and other stakeholders, such as third-party reviewers
or trade groups.
But these campaigns can also create obstacles that companies may not have had to deal with
otherwise. For example, a viral video claiming that a company’s product causes consumers to
become ill must be addressed by the company, regardless of whether the claim is true or false.
Even if a company can set the message straight, consumers may be less likely to purchase
from the company in the future.
FAQ
Disadvantages of full cycle recruiting include the fact that it’s not suitable for
Business Acumen
Business Acumen is a range of skills that people use to make smart business
decisions. With high business acumen skills, employees can analyze moderate and
complex business issues from multiple perspectives and come up with integrated
solutions. They are able to avoid piecemeal and narrow solutions. Our business
knowledge and skills in five critical areas of business. Participants learn by solving
The Sales Capability Enhancement program is designed for the acquiring the skills
of crafting appropriate sales measures and sales roles to enhance the teams
organization starting with product and service innovations. The purpose is to learn
Innovation is required in multiple areas but the ones that will benefit the
organizations significantly are the innovations that directly affect the customers.
Blue ocean strategy training provides the essential inputs to leaders to define new
market opportunities.
organization with full benefits of the practice. In fact, the benefits are far fewer if
people mistake it to be applicable only IT projects. That is not true. In fact Agile
Execution is now measured every quarter – and not just by numbers. Companies
that execute successfully get a premium in the market and this has to be
Pricing Effectively
and how to price their products and services effectively. They also learn
can take on the responsibility and ownership of leading self, team/s and the
time.
Talent Acquisition
believe that people are the key drivers to their business. In current times,
the first step towards building and growing a great organization is to attract
and hire the right talent. The talent acquisition team is a window for
confidence and a view into the organization's commitment to its people they
hire.
Strategy Execution
With multiple processes and unique situations, organizations lose much due to
role mismatch are common. We assist in designing an organization that aligns with
An effective Sales Force can mean the difference between winner and also-ran.
relations‖ dates to the early 20th century. Since that time, public relations has
been defined in myriad ways, the definition often evolving alongside public
definition: ―Public relations helps an organization and its publics adapt mutually to
each other.‖
A more modern definition of public relations was drafted several decades later, a
definition that still stands today: At its core, public relations is about influencing,
Anticipating, analyzing and interpreting public opinion, attitudes and issues that
might have an impact, for good or ill, on the operations and plans of the
organization.
policy.
facilities — in short, managing the resources needed to perform all of the above.
leads.
Corporate Communications
Crisis Communications
Executive Communications
Internal Communications
Marketing Communications
Media Relations
Content Creation
Events
Social Media
Multimedia
Reputation Management
Speechwriting
Brand Journalism
Very few people can explain what people in public relations really do. If you‘re a
cop, a construction worker or a cowboy, everybody knows your job function. (If
you‘re a cop, construction worker and a cowboy who hangs out with a guy dressed
buy advertisements, we don‘t order journalists to write stories for our clients, we
don‘t produce cute radio jingles, and we don‘t hand out free samples at the
mall. Yes, we try to promote our clients, our products or ourselves. But unlike
sources.
To help the general public understand public relations and how to use these skills,
and for those in the industry who need to explain their jobs to their grandparents,
the occasional stranger, and friends, here are Five Things Everyone Should Know
Public relations (PR) is the set of techniques and strategies related to managing
especially the media. Its primary goals are to disseminate important company news
or events, maintain a , and put a positive spin on negative events to minimize their
Every individual or entity operating in the public eye faces the spread of
information about them or their practices to the public. While public relations is an
industry unto itself, any attempt to portray oneself in a certain way to others can be
Although not inherent in the definition, PR is often thought of as "spin," with the
goal being to present the person, company, or in the best light possible. PR differs
ways that will appear organic, such as generating good press from independent
sources and recommending business decisions that will incur public support.
are publicly traded and the value of a share depends on the public's confidence in a
and shareholder concerns, PR personnel are frequently responsible for crafting and
such practices are not in keeping with the industry's code of ethics.
executive publicly came out against marriage equality. The statement stressed the
with honor, dignity, and respect."1 It was an example of how companies must
exercise good PR. Most major companies have a PR department or utilize the
A company often has multiple publics to impress. Internally, a company will want
towards shareholders.
Externally, a company that sells a good or service directly to consumers will want
to present a public image that will encourage genuine, lasting brand support, which
This can involve reassuring customers during a crisis, such as when Target
offered an $18.5 million settlement to its customers following a 2013 credit card
hack in an attempt to restore good faith or the promotion of a lifestyle that would
make the company's product or service attractive. 2 The company also generates PR
with measuring your customers‘ experience and analyzing the results, so you can
use the insight to improve your CX strategy. Let‘s take a look at what you need to
get started.
To measure and analyze the customer experience, you need three things in place.
You need to have:
Identified your ideal customers whose experience you want to measure and
Identified the key touchpoints in their journey where you want the
experience to be measured
Collected and insights
Ideal customers are those who would get the most value from your products or
services if given the opportunity to buy them—and also the ones who, if offered an
amazing experience, will keep coming back again. They‘re the backbone of your
customer base.
If you‘re not entirely sure who those customers are, don‘t worry: you can find
them by launching a simple on-page survey that asks your website visitors who
they are, what they do, and how they use your products or services. You can then
narrow your focus on the customers who purchase at the highest frequency, have
done so recently, and spend the most money.
Once you‘ve got some general idea of who your ideal customers are, you can start
digging deeper and build the that will guide you through the rest of the steps.
There‘s nothing wrong with collecting random, unstructured feedback from your
customers—feedback is feedback, after all—but if you‘re trying to fix and
improve things, you‘ll need to be laser-focused. There are certain touchpoints that
demand special attention (even if your customers don‘t pinpoint them as problem
spots):
There are several ways you can go about collecting feedback and insights from
your customer—let‘s show you six:
Run customer experience surveys
Once you‘ve identified the main checkpoints you want to investigate, you can set
up customer experience surveys there. Common CX surveys include:
Pro tip: start small. When setting up surveys for the first time, choose a single
checkpoint instead of going all in and setting up surveys everywhere. This will
help you contextualize the feedback first; later on, the more surveys you run, the
better you‘ll become at gathering data. You can read more aboutin a separate
chapter of this guide.
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-
related emoticons are registered trademarks of Bain & Company, Inc., Fred
Reichheld and Satmetrix Systems, Inc.
is not about collecting feedback but will give you plenty of contextual insight. By
observing page views, drop-off rates, traffic patterns, and traffic sources in Google
Analytics (or any other analytics software), you‘ll be able to figure out which
customer stories represent larger patterns. For example, if one user reports
struggling when ordering a specific product, you can look at that order page and
see how many others dropped off as well.
Whether you have tens or hundreds of social media followers, you can use
sentiment analysis to gauge how customers view your brand. At its most
advanced, sentiment analysis (also known as ‗opinion mining‘) uses Natural
Language Processing (NLP) to classify public sentiment as positive, neutral, or
negative; at its most basic, it‘s about keeping a spreadsheet record of the
comments you receive. Later, you will crunch the numbers and figure out which
products and processes are impacting your customer experience.
Once all the data points are in your hand, it‘s important to address both the
individual complaint (the micro-level) and the company processes, policies,
product issues, and/or cultural mindset that created the problem in the first place
(the macro-level).
Address the micro-level issues
Have a supervisor or manager reach out to the customer who made the complaint.
Let them share their story and vent if they need to, then work to make things right
wherever possible:
If the issue stems from a failure on the part of an employee, a manager can
commit to educating them on the proper approach.
If the issue stems from a company policy, the manager can offer to explain
the rationale behind the policy (without defending it), assuming the
customer seems receptive. And while the manager should never commit to
changing the policy on the spot, they can commit to discussing it with the
policymakers to explore other alternatives.
Take a look at the big picture and identify where, in the customer journey, the
largest complaints occur from your ideal customers. Remember, not all feedback is
created equal, and you don‘t want to bend over backward trying to please users
who will never become paying customers.
To ensure your improvement projects have the highest impact, consider the
following two factors:
Once you‘ve identified the most common, serious problems, you can address them
by changing company policies, training staff, redesigning your website, making
changes and running , and rethinking your processes in ways that optimize the
customer experience.
Pro tip: when it comes to converting ideal prospects, we suggest you—they‘ll help
you figure out what you need to do to win over the ones who would make great
customers, but need more convincing.
Social media marketing strategy is a written document describing how you will
use social media in support of strategic marketing goals such as brand building,
lead generation or talent acquisition. Social media marketing strategies typically
contain the following elements:
Implementation tactics
1. NETWORKING
Social media is one of the easiest and cheapest ways to promote your firm‘s
content. Creating a social media marketing strategy to promote your content via
different channels will help build your reputation and visibility—i.e., your brand.
Social media has become a valuable way to boost SEO. Think of it as another path
to content promotion. There is no solid evidence that search engines are using
social media popularity as a gauge of a page‘s authority. That would quickly
become a target for ―black hat‖ manipulation. However by sharing content widely
you attract ―natural‖ links, which have a very clear impact on page authority. So
boosting your social media presence should also help your page rank in search
engines. Another hidden benefit of social media is that its content is searchable—
at least for Twitter and LinkedIn. That means that your tweet, which links back to
your website‘s blog, may be found by someone doing a simple Google search—
another opportunity to gain website traffic.
4. RESEARCH
Social media is a great way to do research. Before you meet with a new client,
interview someone for a case study, or hire a new employee, you should check out
their social media streams. Regardless of whether they are a corporation or an
individual, you will learn a lot about their personality, authority, reputation, and
visibility. Social media is also an easy way to research marketplace trends and
engage with the competition, keeping you abreast of their initiatives and, perhaps,
allowing for advantageous collaboration. This concept of market intelligence is
sometimes referred to as social listening.
5. RECRUITING
Given these multiple uses, is social media in some way better than more traditional
marketing approaches, such as face to face networking? Put another way, what are
the benefits to making social media a part of your marketing plan? As it turns out
there are several.
1. LESS EXPENSIVE
2. EASIER
It also takes less time and effort to spend a few minutes each day posting or
commenting on social media than traveling to and attending a networking event.
Also, because social media is asynchronous, you do not need to be doing it at a
specific time or place. The nature of the interaction is also different and less
demanding for some. Many professionals find traditional networking socially
uncomfortable. Social media is a welcome alternative for the introverts among us.
3. GLOBAL REACH
By breaking the bonds of time zone and distance, social media allows even the
smallest firms to pursue national and even international markets. This applies not
only to networking, but to the visibility of your thought leadership and recruiting,
as well. A firm from Montana can acquire clients from Manhattan to Mumbai.
We have long defined your professional services brand as being the product of
your reputation and your visibility within your target markets. Importantly, social
media can help you hone your reputation and increase your visibility. Think more
referrals and easier closes.
5. SCALABLE
One often overlooked key benefit is that social media is inherently scalable.
Even if you are interacting with a single person you are visible (if you so choose)
to many. You can accumulate hundreds or even thousands of followers that you
can address with a single post. In addition those followers can share your content
with others, making you efforts even more scalable. You can add scale without
adding infrastructure or expense.
Because social media offers so many uses and potential benefits it‘s not surprising
that many professional services firms are weaving social media into their
marketing strategies. A recent showed that more professional services firms use
social media networking (52.5%) than use email marketing (48.9%). And firms are
using social media to promote thought leadership (36.8%) about as frequently as
speaking at targeted events and conferences (34.5%).
Clearly, there is something about how firms use social media that is impacting
effectiveness and return on investment.
One clue comes from the same study. We found that the High Growth firms enjoy
a decided skills advantage. Professionals from High Growth firms were 25% more
likely to be rated highly skilled in social media networking.
This raises the intriguing possibility that social media training can drive much
higher levels of success. Other also identified the importance of training. Firms
with an established social media employee engagement program tend to grow
faster. That kind of a return is hard to ignore.
Of course, the starting place is to develop your strategy. Here‘s how to do it the
right way.
If you are serious about making social media work for your firm, the place to start
is with a social media strategy. In this section we‘ll step you through the right way
to do it.
As we found out earlier, there are a lot of good reasons to develop a social media
strategy. The question is, which ones are relevant to your situation?
Do you need to promote your educational content and spread new ideas?
Social media is a fast and efficient way to reach key audiences.
Do you want to attract more visitors to your website? Social media activity
is becoming an important way to gain valuable natural links that tell search
engines that your content is valuable. Think SEO.
Do you need to research your prospects or competitors? Use social media to
get the collective scoop. Find out who works there, what issues they have, how the
marketplace views them, and many other pieces of market intelligence.
It‘s important to get your executive, legal, creative, and web teams aligned in the
very beginning. Collaboration is crucial to your firm‘s social media strategy.
Everybody needs to be on the same page to allow for collaboration.
When you have determined which goals are most important and their relative
priority, you are ready to take the next step.
When choosing a target audience for your social media campaign, don‘t be too
narrow. Remember that in most complex B2B sales there is rarely just a single
decision-maker. Many decision-makers rely on advice from peers or outside
consultants, as well as the usual trusted advisors. So it‘s a good idea to widen your
scope to include all of those potential influencers.
Once you know whom you are trying to reach, it‘s time to figure out where they
are located, online. This can be done through formal research—systematically
polling an audience, online monitoring—or less formally, by simply looking
online. Try looking at LinkedIn profiles to see which groups attract your target
audience. Many executives routinely include their Twitter handle or LinkedIn
profile in their email signature block. Remember, your purpose is to be where they
are.
If you are in doubt, start small and build from there. If your social media strategy
is focused on B2B, LinkedIn is a safe place to start. Twitter and YouTube are also
good fits for most B2B situations. For those in the A/E/C world, check out
Instagram. If you are trying to reach non-profits, consumers, or young hires,
Facebook is typically a good addition. And don‘t forget the more specialized
private social forums that are common within many industries.
Once you have selected your social media channels, it‘s time to focus on specific
program goals. Why not set program goals earlier? The simple answer is that many
of the goals and available measures are very platform-specific. For instance, it
would be impossible to measure retweets on LinkedIn.
Program goals and measures generally fall into three broad categories:
These goals should focus on what you do. For example: How many online
discussions did you start? How many tweets are you posting daily? How many
videos did you publish last month? The point of these program goals is to track
implementation. Here is the harsh reality—if you don‘t use social media on a
routine basis, it won‘t work. Having a specific goal and measurement in place
simply makes it more likely that you will accomplish your strategy.
These goals measure the reach and scope of your activity. You don‘t want to
send information out into a black hole; you want people to engage with your
information, share it, and become interested in your firm. These measurements
will let you know if consumers are responding. Your metrics for this goal might
include tracking followers, fans, likes, comments, or retweets.
Is your social media strategy producing the results you seek? Are you
getting the new business leads you wanted? Has your industry visibility improved?
Have you found the new recruits you need? Fortunately, marketing automation
technology has dramatically improved your ability to track these metrics. Free
tools like Google Analytics allow you to easily monitor website traffic and new
leads coming from social media, and more sophisticated dashboards equip you to
track results driven by multiple interactions.
The great part about social media is that it‘s easy to get help. Every day, social
media experts are on social media sharing ideas and tips about—you guessed it—
social media, and how to do it better. Have a question? All you have to do is ask.
This informal system is a built-in mechanism for improving your social media
skills, and an invaluable aid for a do-it-yourself strategy.
But DIY isn‘t the right strategy for all situations. Just because you have a
compelling business reason for developing a social media strategy doesn‘t mean
you can do everything yourself from the get-go.
These days, there are two viable alternatives to self-help. The first is to employ a
social media consultant to help set up your program and policies. This person
would train in-house team members, monitor the program, and provide constant
support and troubleshooting. This approach allows you to shorten the learning
curve while still using inside resources to do the bulk of the implementation.
The second approach is to outsource some roles, or even the entire program. This
approach is especially appealing when you have very busy professionals with little
available time. It can be more effective and less expensive than taking staff off of
billable work. The downside is that the culture of social media revolves around
authenticity, which typically implies the active engagement of your staff. This has
led to the emergence of hybrid approaches where some functions are outsourced
and others are supplemented with available in-house resources.
6. TROUBLESHOOTING
Whichever approach you take to developing and implementing your social media
strategy, remember the most basic truth. A flawed strategy, no matter how
enthusiastically implemented, will not produce the desired results. Neither will a
brilliant strategy that is only partially implemented. Consistency matters—to see
results, you have to stick with the program.
Suppose you don‘t see the results that you had expected. What do you do? That‘s
where troubleshooting comes into play. If you have been measuring
implementation and impacts you will be in an excellent position to determine
where the problem lies—and what you may be able to do about it.
Start with implementation (Activity). Did it actually happen? Did you get the
desired increase in visibility (Reach)? Did they translate into the business
outcomes you were seeking (Results)? By following this chain of actions and
impacts you can often uncover an obvious problem. And of course, correctly
diagnosing the problem is the first step in solving it.
RESEARCH DESIGN
RESEARCH DESIGN
Introduction of social websites which are doing marketing and which is affecting
consumer behavior. Social websites which are doing marketing is a new method of
mouth is going to play crucial role. Social Media Marketing pulls attraction and
push those people who are reading and want to share it on their social websites.
Social websites which are doing marketing created new avenue for most marketers
and consumers who can communicate, exchange ideas, sell and purchase of
variety of goods and also services through use of social websites which are doing
people who are individuals who wanted to satisfy, share communicate due to that
there are many companies now a days have pages on social websites which are
doing marketing to give information about various types of product, and also
services and many more. In modern times scenario social websites like blogs,
FaceBook, Twitter, Skype etc. is going to play very crucial role in decision making
of the consumer. Social Media marketing is not only powerful tool have emerged
but also it is very cheap too. Most surveys showing that around 75 percent Indians
who are in the young age are using social websites for sharing with each other,
today popularity of these sites increasing due to that various corporate houses and
for many different reasons or purposes. Many of the people who want to maintain
consumer but to a businessman also to connect with the end user or consumers
websites are going to change behavior of consumers and our study is trying to look
into this. 96
Procedure for research methodology for the current study of impact of social
media on consumer buying behavior with reference to thane district The most
the related problem. It is not only science but also an art how to do research
scientifically. It is the logic to be used in the context of research. Here problem can
be identified from the various literature reviews and previous knowledge. The
researcher has to understand the problem which gives him the direction how to
necessary to carry out research work effectively. It not only involves research
methods but also logic behind the methods we use, in the context of research.
Research area according to various parameters: The researcher has tried to collect
the on the basis of various parameters and various areas are selected from the
thane district which are as follows: Location: Researcher has selected area related
to district of thane that is Bhinwadi, wada, Ulhasnagar, city of thane and near by
area. Demographic ratio: Data collected from various categories of males and
females. Age group of range: As we know that social websites which are now
doing the job of marketing are vary much popular not only among young
generation but also from every age and every corner of the city and town and
mostly teen agers and almost in the ages of all people are going for online now. So
age is ranging from 18 to 55 years and above also taken into consideration.
Occupation: on the basis of occupation the data collected from various students,
business class people and others are taken into for that.
tools/methods of selecting the units for data. In the broader sense, there are two
techniques for selection of units in the process of collecting data they are : 1.
for the coming and for the purpose of drawing conclusions may be called data.
there are two way to collect data as popularly known as primary and secondary
data. So data can be collected through two different sources that is Primary that is
first hand and Secondary data which is already published 1. Primary Data: Primary
data is know as first hand information in order to find out the solution of a specific
problem. Primary data is collected from its primary sources i.e. source of its
origin, where the data is generated. It is first time collected by its investigator for
statistical analysis. 2. Secondary data: Secondary data are the data are in actual
existence, in records, having been already collected and also treated statistically. In
short, it is the data that have been already collected, presented, tabulated and
located with analytical that have been collected by some agencies, government
government publications and journals. Utmost care has taken by the researcher
Sampling technique / size The survey will be conducted on the basis of sampling
develop sample design, the researcher will be collecting the information from 600
customers that is 30% of the population were selected for the present study in
Thane city, Other than thane city and village areas in the Thane city.
Statistical methods There are millions of people who are researchers are using
correct result or not. Many researchers are preparing many hypothesis even many
of them 98 don‟t know how to do proper test applicable and due to that improper
and invalid result is coming. In simple language hypothesis means testing of two
variables with each other and one will be treated as alternative hypothesis whereas
other will null. For example a coin when through in air two possibilities will come
that 0.50 chances are coming head and 0.5 chance at tale. In short everybody
knows what probability in general and particularly in stats. Everywhere normality
respondents have not given proper response the result will be inaccurate. May be
the hypothesis is working for someone and for other it may be null and vice versa.
Hypothesis can be tested on the basis of parametric and non-parametric test like z-
test, t-test, one way anova are the type of parametric test whereas wilcoxon mann
whithney test, Krushal wallies test are non-parametric. It depends upon the
researcher which of test he will apply for the testing of hypothesis. In case of
any scale, it can be used with all types of scale, it is very easy to calculate or
compute these kinds of test. It may be noted in this regard that it may be exact
procedure adopted like in case of parametric. But it has many problem in testing of
For the purpose of various analyses simple data descriptive statistics methods will
used. Charts and diagrams will be used to emphasis and highlight growth of
impact of social media. In addition to this, the statistical tools such as tabulation,
charts, measures of dispersion, ANOVA, Chi-square tests will be used by the
researcher.
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
goodness for fit‖. It is used as test static in testing hypothesis that provides the
denoted as χ2 = (F0-Fe)2 ∑ Fe
mean of two popular are equal. To answer this, we need to use Anova (analasis of
variance), the Hypothesis which is Null is that all groups are simply random
the synthesis of different types ideas and it is always used for various purposes and
implement it.
related structure and meaning clearly showing within these sets of variables
through application and inferences of many statistical method. It is showing richer
3.8.4 Factor analysis Factor analysis is yet another tool for testing hypothesis as it
shows data reduction tool. It shows correlated variables with a smaller set of
helps us to explain various variables using few factors. 100 3.9 Study of object
selection The Researcher has interacted with various customers who are the active
users of the internet in general and various social websites in particular. Customers
who are interacted with the researchers are the actively using online marketing and
before any purchasing they will decide everything before buying product online.
Due to limitations of monetary factors and time the researcher has collected the
primary data collected through oral interview with various types of customers
through questionnaire which is pre coded and pre tested near by area; where as
into four parts which are as follows: First part: The questions which are designed
for customers is starting with the personal information of the customers that is
Name of customer, Age, Gender, Education, Occupation etc. Second part: The
second part of the questions are related with the internet users or mobile users who
are using internet on mobile. Third Part: The third part of the questions are related
with the information about social media marketing and how consumer are using
social websites which are doing marketing for buying purpose. Fourth Part: The
last that is fourth part shows the suggestions given by the customers.
Understanding the concept of Consumer behavior and various different 101 types
Face Book, twitter, Skype and their importance for consumer. 5. Understand the
understand why Social websites which are doing marketing has changed the
We have considered various social websites which are used very frequently by the
many people like Facebook, Twitter, LinkedIn and other comprising other sites.
Basic data distribution: 4.0 Social networking site wise percentage distribution:
Very Rarely Rarely Average use Frequently Very Frequently Count In num. Row
in perc. Count In num. Row in perc. Count In num. Row in perc. Count In num.
Row in perc. Count In num. Row in perc. Facebook 16 2.7% 41 6.8% 118 19.7%
247 41.2% 178 29.7% Twitter 27 5.3% 77 15.0% 109 21.2% 153 29.8% 147
28.7% LinkedIn 34 8.3% 86 20.9% 134 32.5% 106 25.7% 52 12.6% Others 7
4.7% 2 1.3% 35 23.3% 41 27.3% 65 43.3% The above table shows the social
networking sites as percentage basis as follows:- facebook users are sixteen is very
rarely, forty one rarely, one hundred and eighteen average use, two hundred forty
accountholder are twenty seven very rarely, seventy seven rarely, one hundred
nine average use, one hundred fifty three frequently, one hundred forty seven very
frequently. linkedln is used most thirty four very rarely, eighty six rarely, one
hundred thirty four average use, one hundred six frequently, fifty two very
frequently. Others was very low seven is very rarely, two rarely, thirty five
The above table clearly indicated that these are users of facebook, twitter, linkdin
and others, whereas the features like very rarely, rarely, average use, frequently
and very frequently are used. Facebook total numbers are used. Facebook total
numbers are 178 which shows 40.3% whereas in case of frequently users the
numbers are 247 and the percentage is 45.2% those who are with rarely are 41 are
19.9% and in case of very rarely the number is 16 and the percentage is 19.0%. if
we see at twitter the very rarely users are 27 while in case of percentage is 32.1%,
rarely users are 77 and percentage 37.4%, if we understand the concept of these
users the rank is 109 whereas perdcentage in that case is 27.5%, 153 users are with
frequently percentage in that is case is 28.0% while in very frequently case the
number is 147 and in case of percentage is 33.3%. Now we see about linkedln it
totals to 86 rarely and shows 41.7 percentage, very rarely case shows 34 totalnand
40.5% percentage. Number 134 is average use, percentage is 33.8% and also the
percent. And atlast the very frequently case is having 11.8 percentage with a total
figure of 52. Now we move towards other social networking sites it shows about
frequently total number is nearby 41 and only 7.5% users are there. Average use
users are about 35 in total and its percentage is 8.8% whereas people are using
rarely this site, its number is only 2 and percentage is 1.0%which is very lower as
compared to other sites. Now very rarely users is also not more, about 7 total
number are using this site and about 8.3% are its percentage.
Here, judgement between twitter and linkedln is shown in this table. There is not a
vast gap between this two sites. Twitter users are five hundred and thirteen its
significant rank is five hundred and eleven point thirty five, it has total of two
lakhs sixty two thousand three hundred twenty five. Linkedln is used four hundred
and twelve and it stand for four hundred and two point seventy nine. Also addition
There are some questions asked to the people to know about the consumer buying
behaviour of social media. The some of the statements are asked which is as
follows. Question number column and statements columns is given in the above
table is explained here in detail. Question number 5.1 states that regular reading of
blogs on the internet. It means how many people are reading the blogs so as to
know information. There are many different blogs on which anyone can get
to know usage of blog this question has asked. Question number 5.2 says about
frequently writing if blogs on social media. Some people is very fond of social
media and they can occupy a person for updating a blogs in a regular manner. So
that they can connected with the social media and in this way most of the people
gets employment opportunities also. Question number 5.3 is about sharing of any
of the information of any product or service on blogs. This question says that can
anyone share their views and ideas of any product or give review on any of the
persons can come to know about the views of any of the particular product.
Question number 5.4 tells about the good or bad of product and service. Most of
the people see that how much the product is favourable or unfavourable to the
society or the environment. Through social media awareness can be created and
many people can know about any of the fraud by using the internet. Question
number 5.5 states that to get information of any service or product can they use
social media. Social media is very useful to get any information of any goods or
services. Now-a-days most of the people do online shopping and get all the
information on the internet. Many people post their comments, opinions on the
internet so views of people can be know through social media sites. Question
number 5.6 explains that can anyone is searching information about the particular
goods and services which they are thinking to buy. There are many blogs which
tells about a particular product. And there are different peoples having different
views so some people can do searching on the internet and some cannot. But to
explore on the internet of any information is useful, we can stop or avoid any of
the frauds if we are aware. Question number 5.7 says about the feedback of any of
feedback form. And tell the truth about the product whether it is good or bad so
that if any unnecessary thing arise then they will stop that unuseful work. If any
variation needs in the product and consumer gives this information in the
company‟s feedback form then the company can focus on the views and can come
up with the variety of product. So iot is needed to visit on website and give score
Question number 5.8 social networking sites is also useful for sharing the
opinions, views comments with our relatives, friends, family members and
colleagues. If we like any of the brand then can share the link to suggest other for
usage of a particular brand. Social media is now very developed to use these type
of information. Some of the people can do this thing and share their comments
with other people. Question number 5.9 is about sharing of information with
friends about the product on social media. If anyone send us any information
regarding any commodity then how concentrately we are reading that information
before making any purchases. If someone is sending this type of information then
our duty is also to see and read carefully. Many different persons may have
different opinions foe a same product so, we have to see our likes and dislikes also
while make a purchase and budget is a very important factor to buy any of the
product. Question number 5.10 states that can anyone had shared any of the
information or gave any suggestion about any of the product used in recent days.
Many people do this kind of blogs because through this practice they can create
awareness among the people. Feedback of a customer is very much important for
any of the company for their good image. So, customer also have to give proper
feedback about the product used. Question number 5.11 the above question is
asked about the advertisement on the website. Now-adays internet is the good
source of advertisement. Many a people when uses internet then automatically any
product is shown. Some of the people can watch the advertisement regularly if
they are interested in purchasing a product but most of the persons are not
for the advertisement to get proper knowledge and clear instructions about the
product. Question number 5.12 states usage of social media for the purpose of net
advertisement. Anyone can easily see advertisement on the internet. Internet is the
main source of advertisement like television, radio and newspaper. On the internet
advertisement is very much high profit then for that company, it is preferable.
Question number 5.13 some companies also do promotions on the social media
sites. Some of the persons are taking interest in social networking sites and also
gives the answer of question asked. Through using the social media many
companies gives offer to buy a product. And in respect to that offer many
interested buyer are purchasing a product or using a product, then they came to
know that how the product is useful or harmful whatever it may be so to use of
1. There are various variables like education, occupation, income, gender, age and
many more which affecting consumer behavior and social media too.
2. There are different types social networking sites are there like twitter, whatsupp.
You tube, skype, and many more which affecting consumer behavior.
3. There many social media marketing and social networking sites where as some
of them are very much significant while some are not significant.
4. There are many uses of social media networking like sending messages,
5. The more use of social networking sites increases the persons involvement in
communication.
7. 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
media marketing.
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