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Summer Intership Project (EDITED)

Recruitment involves identifying hiring needs, attracting candidates, selecting applicants, and onboarding new employees. The typical recruitment process has 15 steps including defining needs, advertising positions, reviewing applications, interviewing, assessing applicants, making hiring decisions, and onboarding. Recruitment is typically handled by HR departments and recruiters using various strategies like internal recruiting, retained recruiting, contingency recruiting, staffing recruiting, and outplacement recruiting.

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0% found this document useful (0 votes)
246 views

Summer Intership Project (EDITED)

Recruitment involves identifying hiring needs, attracting candidates, selecting applicants, and onboarding new employees. The typical recruitment process has 15 steps including defining needs, advertising positions, reviewing applications, interviewing, assessing applicants, making hiring decisions, and onboarding. Recruitment is typically handled by HR departments and recruiters using various strategies like internal recruiting, retained recruiting, contingency recruiting, staffing recruiting, and outplacement recruiting.

Uploaded by

salman
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 90

"A INTERNSHIP PROJECT ON ANALYSIS OF

CUSTOMER EXPERIENCE WITH RESPECT TO PUBLIC


RELATIONSHIP SERVICES IN SOCIAL MEDIA
MARKETING".

DISSERTATION FOR
MASTER OF BUSINESS ADMINISTRATION F&C (3rd Sem)

DEPARTMENT OF BUSINESS ADMINISTRATION

UNIVERSITY OF LUCKNOW

Under the Supervision Submitted By


Mr. S.K. Srivastava Sankalp
Tripathi MBA
F&C
Roll No. 200012135070

BATCH: 2020-2022
CERTIFICATE

This is to certify that this project titled ―A INTERNSHIP PROJECT ON ANALYSIS OF

CUSTOMER EXPERIENCE WITH RESPECT TO PUBLIC RELATIONSHIP SERVICES IN

SOCIAL MEDIA MARKETING’’ is the bona fide work of Sankalp Tripathi conducted

Under my supervision & guidance.

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

insight it would have been impossible for me to accomplish this work.

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

I Sankalp Tripathi, a student of Master of Business Administration F&C (3rd Sem)

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.

This information is true to the best of my knowledge and belief.

Date: Sankalp Tripathi

Place: Lucknow Roll No. 200012135070


LIST OF CONTENTS

S.NO CONTENTS

1. Executive Summary

2. Introduction

3. Process of recruitment & HR


function
4. Research Design

5. Data Analysis and Interpretation

6. Summary and Conclusions

7. Observations and Discussion

8. References

9. Questionnaire
OFFER LETTER
SPREAD SHEET
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY

As sales intern in Profcess (Bhopal) from 5 August 2021 to 5 October 2021 (2

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

at Profcess i was guided by my supervisor Mr. S.K. Srivastava and Team

Leader Kanishka Agarwal to the very basic of customer- company relationship.

My job in the company was to do the research of the companies who can be

beneficial future prospects for the business of my company.

I used to do research through Linkedin, Indeed and Google and based on the

information given i used to contact them for the recuitment services of my

company in the field of web designer, web developer etc. I used to record my

responses on a spread sheet provided by the company in Google Documents.


INTRODUCTION
INTRODUCTION

Company Profile

It's never about US, but always about YOU. But we do have our little story to tell.

ProfCess was founded by IIT alumnus in 2019 to revolutionize the sector of

staffing and recruitment with the help of continues research and develpment in

technology.

We provide tech-based hiring and recuiting solutions. ProfCess a leading company

in field of providing end to end hiring and recruiting solutions. With large number

of companies network.

About the Company

We work as a catalyst between companies and job seekers.

We provide profitable, uncomplicated hiring solutions to our clients through

technology based strategy.

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

process is a conversation, not just a transaction.


We establish an ease in alliance between the company demand and skilled

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

providing the opportunity to the talented candidates to update their employment

status.

It's not a success until both our client and candidate are happy. Let us help you

find success, no matter which side of the process you're on.

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

achieve the customary goal.

We will not bore you with our history, the number of locations we have or the

awards we‘ve won.

What we do and why we do it is all you need to know.

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

for advancement means careers are continually in motion.


The next business strategy and journey for growth means employers are

continually testing their workforce effectiveness. At Prof-cess, we always think

about what‘s next we have stored for you.

We work to find answers to your question

Our Services

End to End Services for hiring candidates

Post a Job

Search CVs

Free Branding

Campus Recruitment

Online Assessment

Two months candidate replacement guarantee


Our Clients
Charges

8% of annual CTC Per Candidate

Terms of Payment

Please make all the payment in favor of ProfCess

Rates Inclusive of 18% GST as per Government Norms.


PROCESS OF
RECRUITMENT & HR
FUNCTIONS
Process of recruitment & HR Functions
What is
recruitment?

Recruitment refers to the process of identifying, attracting, interviewing, selecting,

hiring and onboarding employees. In other words, it involves everything from the

identification of a staffing need to filling it.

Depending on the size of an organization, recruitment is the responsibility of a

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

responsible for recruiting. In addition, many organizations outsource recruiting to


outside firms. Companies almost always recruit candidates for new positions via

advertisements, job boards, social media sites, and others. Many companies to

more effectively and efficiently source top candidates. Regardless, recruitment

typically works in conjunction with, or as a part of Human Resources.

What is recruiting in HRM?

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

of these steps, check out our page on :

Identify the hiring need

Devise a recruitment plan

Advertise the position


Recruit the position

Review applications

Interviews

Applicant Assessment

Background Check

Decision

Reference Check

Hiring

Onboarding

Types of recruiting

There are several types of recruiting. Here‘s an overview:

Internal Recruiting: internal recruiting involves filling vacancies with existing

employees from within an organization.

Retained Recruiting: When organization hire a recruiting firm, there are several

ways to do so; retained recruiting is a common one. When an organization retains

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

an outside firm. Unlike retained recruiting, there is no upfront fee with

contingency. Instead, the recruitment company receives payment only when the

clients they represent are hired by an organization.

Staffing Recruiting: staffing recruiters work for staffing agencies. Staffing

recruiting matches qualified applicants with qualified job openings. Moreover,

staffing agencies typically focus on short-term or temporary employment

positions.

Outplacement Recruiting: outplacement is typically an employer-sponsored

benefit which helps former employees transition into new jobs. Outplacement

recruiting is designed to provide displaced employees with the resources to find

new positions or careers.

Reverse Recruiting: refers to the process whereby an employee is encouraged to

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

job roles. for more information.


Tips for effective recruiting

Recruitment is a nuanced process that requires extensive research, thorough

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

for your position is already working for your organization. Internal

candidates are already familiar with and contributing to your corporate

culture and goals. Given their past success within your organization, it is

reasonable to expect they will continue to excel in a new position.

Reach out to “passive” candidates: there is a good chance your ideal

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

candidate? Therefore, effective recruiting requires you to look outside of

your applicant pool for top talent. Encouraging your staff to attend industry

conferences and participate in professional organizations; developing

relationships with local university business schools (or other relevant

departments); searching social media sites (i.e. LinkedIn) for strong resumes

from candidates who might not be actively looking for a new job; and

encouraging your employees to refer people they know or are connected to


are all important mechanisms through which to expand your recruitment

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.

Past success, in other words, is the best indicator of future success.

At its core, recruiting is a rather simple concept--it encompasses identifying

candidates and hiring them to fill open positions. However, effective recruiting

combines a bit of art with science. It requires implementing repeatable processes

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.

What is full cycle recruiting?

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

a job offer and the onboarding of a candidate.


Depending on the size of the organization, the person who‘s in charge of the full

life cycle recruiting may differ. In a start-up or smaller organization, this will often

be the who‘s acting as a full cycle recruiter at the same time.

In larger organizations, there often is an HR department where each member of the

people team has specialized in a specific stage of the recruiting process. There

will, however, always be one person overseeing the whole process.

Companies can, of course, also decide to outsource their entire recruitment

process.

Pros and cons of full cycle recruiting

Let‘s take a look at some of the benefits that come with end-to-end recruiting.

Pros

Accountability. If there is one person in charge of the entire process then

it‘s clear who is responsible for that process too.

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

of contact throughout the entire recruitment cycle is beneficial for the

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

quite a stressful period.

For the recruiter, involvement throughout the entire process presents a great

opportunity to create a more meaningful relationship with the candidates.

They‘ll be able to have a more personalized way of communicating with

them which, in turn, will have a positive effect on the experience of the

latter.

Decreased time to hire. measures the number of days between a candidate

applying for a job and that same candidate accepting a job offer. As such, the

time to hire metric provides information about:

o Recruiting efficiency. Put simply, a long time to hire indicates a

slow and inefficient process with unnecessary bottlenecks.

o Candidate experience. From a candidate perspective, a time to hire

of two weeks is more appealing than a time to hire of three months. A

faster time to hire will, therefore, lead to a better candidate

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

as much as when a different person is in charge for every stage.

This can, however, only work if the person managing the recruitment process is

very well-organized and rigorous (among other things).

With a full cycle recruiter in charge, it‘s also clear for all the parties involved who

is responsible. If delays do occur, the hiring manager or candidate know whom

they can reach out to asking for an explanation.

Cons

There are two sides to everything and end-to-end recruiting is no exception to this.

There are a few downsides to this way of recruiting worth mentioning.

Related online course ahead! Continue reading below ↓

Talent Acquisition Certificate Program

Advance your career by becoming a strategic & data-driven Talent

Acquisition Specialist. Online, Self-Paced & Globally Accredited.


Not suitable for every type of organization. When one person is involved

in every stage of the recruitment process, there can only be a certain number

of candidates that person can handle at the same time.

Once you go above that number, the benefits of an improved candidate

experience and a reduced time to hire won‘t be as big. This is simply

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

specialized roles or smaller organizations.

Demands a multitude of skills. There‘s a reason why larger organizations

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,

for instance, a , a recruitment assistant, several recruiters, and a manager.

The reason for this is that each stage of the recruitment process requires a

specific set of skills and knowledge. Sourcing candidates, for example, is a

different ball game than negotiating offers or onboarding new hires. For one

person to master all these different skills can be challenging.

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

useful in the section below.

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

HR-and recruitment tech.

The full cycle recruiting process in 6 steps

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

appointment for the vacancy intake.

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,

personality, and capabilities of a suitable candidate.


The recruiter will use the information gathered during the vacancy intake to write

a clear, inclusive, job description (to use internally).

HR 2025 / SOCIAL MEDIA MARKETING – PUBLIC RELATIONS

The term social media marketing (SMM) refers to the use

of social media and social networks to market a

company’s products and services. Social

media marketing provides companies with a way to

engage with existing customers and reach new ones

while allowing them to promote their desired culture,

mission, or tone. Social media marketing has purpose-

built data analytics tools that allow marketers to track the

success of their efforts.


 Social media marketing uses social media and social networks to
market a company’s products and services.

 It allows companies to engage with existing customers and reach


new ones as they promote their culture, mission, or tone.

 Sites like Facebook, Twitter, and Instagram are commonly used to


execute social media marketing.
  five key pillars of social media marketing:

 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:

 Website reports, such as Google Analytics


 Return on investment (ROI)
 Customer response rates or the number of times customers post about a company
 A campaign's reach and/or virality or how much customers share content 2

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

What is full cycle recruiting?


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.

What are the benefits of full life cycle recruiting?

Benefits of full life cycle recruiting include an increased accountability, a

better candidate experience, and a decreased time to hire.

What are the disadvantages of full cycle recruiting?

Disadvantages of full cycle recruiting include the fact that it’s not suitable for

every type of organization and that it requires a multitude of skills.

What are the different stages of a full cycle recruitment process?

The main stages of a full cycle recruitment process include: preparing,

sourcing, screening, selecting, hiring, and onboarding.


IT Recruitment

In order to respond to the increasingly complex demands of today's businesses, we

have created a dedicated wing of recruiters to cater to the requirements of the IT

industry. Our consultants have an in-depth understanding of the latest development

technologies in the IT industry. We specialize with recruiting talent for early

startups and product companies.

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

acumen training program, based on real-life simulation, strengthens employee's

knowledge and skills in five critical areas of business. Participants learn by solving

real-life business issues in a simulated environment that is safe to apply the

learnings before implementing them in the actual work conditions

Sales Capability Enhancement

The Sales Capability Enhancement program is designed for the acquiring the skills

of crafting appropriate sales measures and sales roles to enhance the teams

performance. Sales leaders will practice application of the skills in a simulated


environment and see the results of their decisions. They can compare their results

with those of other sales leaders.

Blue Ocean Strategy

The Blue Ocean Strategy training aims to institutionalize innovation in an

organization starting with product and service innovations. The purpose is to learn

to look at the market in a radically different manner. Innovation is the key.

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.

Building an Agile Enterprise

Building an Agile Enterprise is about establishing an organization-wide practice of

a scalable Agile framework of working and responding to challenges. Piecemeal

application of Agile practices to a few projects or functions does endow the

organization with full benefits of the practice. In fact, the benefits are far fewer if

not implemented correctly. Agile is a buzzword in the IT services industry and

people mistake it to be applicable only IT projects. That is not true. In fact Agile

did not originate in IT industry but in the manufacturing industry.


Strategy Execution

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

understood by all employees. Organizations that execute their plans understand

three things well:

Execution is integral to strategy and is a discipline

Execution is a focus area for all the leaders

Organizations need to build a culture of execution and adaptation

Pricing Effectively

The ―Pricing Effectively‖ program is designed for the understanding

the complex environment of pricing products and services and how to go

about doing so in a systematic manner so that there is maximization of

financial goals and minimization of lost customers. In this program,

managers learn to make informed decisions about what is Pricing Strategy

and how to price their products and services effectively. They also learn

how to communicate value to maximize their financial goals.

Managerial & Leadership Skills

In a constantly changing environment organizations need individuals who

can take on the responsibility and ownership of leading self, team/s and the

organization in all situations. Each phase of an organization‘s life-cycle

demands different leadership styles and behaviors. We understand through

our work with leaders in start-up, accelerated growth or mature


organizations as to what competencies work best in these stages. Our

leadership skills program is tuned to the need of an organization at a point in

time.

Talent Acquisition

An organization is only as good at its people especially organizations who

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

prospective employees to see the same. Professionalism and clarity of

thought in the type of talent an organisation wants to hire provide

confidence and a view into the organization's commitment to its people they

hire.

Strategy Execution

Executing the Strategy is more critical than developing it. We help

organizations in developing, clarifying and implementing business strategy

through a set of world-class structured processes that have been adopted by

the industry leaders. By deploying robust and tested methods organizations

with a focus on building organization capabilities we help our client

organizations to realize their strategy. We use the BSC framework for

Strategy Execution as developed by Drs. Kaplan and Norton.


Organisation Design

With multiple processes and unique situations, organizations lose much due to

poor organizational design. Structures without alignment, result orientation and

role mismatch are common. We assist in designing an organization that aligns with

strategy and builds accountability. We create future-focused structures.

Sales Force Design

An effective Sales Force can mean the difference between winner and also-ran.

We assist in designing Sales structure, performance management and rewards

programs that can deliver while reducing fire-fighting for customers.

About Public Relations

The formal practice of what is now commonly referred to as ―public

relations‖ dates to the early 20th century. Since that time, public relations has

been defined in myriad ways, the definition often evolving alongside public

relations‘ changing roles and advances in technology. The earliest definitions

emphasized press agentry and publicity, while more modern definitions

incorporate the concepts of

―engagement‖ and ―relationship building.‖ In 1982, PRSA adopted the following

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,

engaging and building a relationship with key stakeholders across numerous

platforms in order to shape and frame the public perception of an organization.

Public relations also encompasses the following:

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.

Counseling management at all levels in the organization with regard to policy

decisions, courses of action and communications – including crisis

communications -- taking into account their public ramifications and the

organization‘s social or citizenship responsibilities.

Protecting the reputation of an organization.

Researching, conducting and evaluating, on a continuing basis, programs of action

and communications to achieve the informed public understanding necessary to

the success of an organization‘s aims. These may include marketing; financial;

fundraising; employee, community or government relations; and other programs.


Planning and implementing the organization‘s efforts to influence or change public

policy.

Setting objectives, planning, budgeting, recruiting and training staff, developing

facilities — in short, managing the resources needed to perform all of the above.

Overseeing the creation of content to drive customer engagement and generate

leads.

Below are some of the disciplines/functions within PR:

Corporate Communications

Crisis Communications

Executive Communications

Internal Communications

Investor Relations Communications

Marketing Communications

Integrated Marketing/Integrated Marketing Communications

Media Relations

Content Creation

Events
Social Media

Multimedia

Reputation Management

Speechwriting

Brand Journalism

he public relations industry does a terrible job of public relations.

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

in leather, you‘re in the Village People.)

As the owner of a boutique PR agency, I constantly have to explain that we don‘t

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

advertisers, we persuade our external or internal audiences via unpaid or earned

methods. Whether it‘s the traditional media, social media or speaking

engagements, we communicate with our audiences through trusted, not paid,

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

about Public Relations.

Public relations (PR) is the set of techniques and strategies related to managing

how information about an individual or company is disseminated to the public, and

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

fallout. PR may occur in the form of a company , , interviews with journalists,

social media posting, or other venues.

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

considered a form of public relations.

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

from advertising in that PR attempts to represent a person or brand's image in

ways that will appear organic, such as generating good press from independent

sources and recommending business decisions that will incur public support.

Loosely defined until the mid-twentieth century, PR is one of the fastest-growing

industries in the United States.


PR is essential to any company's success, especially when shares in the company

are publicly traded and the value of a share depends on the public's confidence in a

company or brand. In addition to handling media requests, information queries,

and shareholder concerns, PR personnel are frequently responsible for crafting and

maintaining the corporation's image. Occasionally, PR professionals engage in

negative PR or willful attempts to discredit a rival brand or company, although

such practices are not in keeping with the industry's code of ethics.

Public Relations in Practice

PR also involves managing a company's reputation in the eyes of its customers. In

a 2012 PR crisis, restaurant chain Chick-fil-A was forced to issue emergency

statements with respect to its stance on same-sex marriage after a Chick-fil-A

executive publicly came out against marriage equality. The statement stressed the

company's "biblically-based principles" and its belief in treating "every person

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

services of an outside firm.

A company often has multiple publics to impress. Internally, a company will want

to present itself as competently operated to its investors and biggest shareholders,

which can involve arranging product demonstrations or other events directed

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

extends beyond the somewhat knowingly specious goals of advertising.

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

to attract investors. In this respect, good PR is especially important for startups or

rapidly expanding companies.

Analyzing and measuring the customer experience

Whether your company is large or small, gaining a competitive advantage starts

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.

3 things 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

1. Identify your ideal customers

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.

2. Identify key customer touchpoints

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):

Point-of-sale/immediately following purchase


New customer onboarding
Lost deals
Customer renewals
Customer cancellations
First-time website
visits Product returns
Closed support tickets (20 mins after)

3. Collect customer feedback and insights

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:

Milestone surveys: companies send out these surveys at key touch-points


throughout the customer lifecycle (e.g., 2 weeks after the initial purchase, or
immediately following the completion of onboarding).

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.

Conduct unscripted interviews


Interviews are more labor-intensive than setting up an on-page survey on your
website, but there are some powerful insights to be gained by sitting down with
some of your ideal customers and hearing them tell their unique stories: not only
will you gain greater empathy for them—you‘re almost guaranteed to stumble
across needs, drivers, and barriers to purchase you never knew existed.
Pro tip: invite your CEO and other execs to sit in on the interviews (or, at least,
listen to recordings). That way they‘ll come to better empathize with the
customers, and they‘ll have a stronger appreciation for what you‘re trying to
accomplish.

Explore your web analytics data

is the collection, reporting, measurement, and analysis of website data. It enables


you to view aggregate website activity and even map out your entire website
ecosystem.

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.

Hire mystery shoppers (if you have a physical store)

In addition to an online presence, you might have a brick-and-mortar store: if


that‘s the case, consider hiring mystery shoppers to experience the customer
journey and report back. They‘ll help you determine whether your staff is helpful,
your products are easy to find, and if the whole process is effortless. If you
discover an issue, you can redesign processes and train your staff accordingly.

Hire mystery shoppers (if you have a physical store)

In addition to an online presence, you might have a brick-and-mortar store: if


that‘s the case, consider hiring mystery shoppers to experience the customer
journey and report back. They‘ll help you determine whether your staff is helpful,
your products are easy to find, and if the whole process is effortless. If you
discover an issue, you can redesign processes and train your staff accordingly.

Track user sentiment (for larger companies)

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.

How to analyze 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.

Address the macro-level issues

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:

How common is the experience?


Does it affect 4% or of your users? Or 40%?
How serious is the issue?
Does it keep people from converting? Or is it a minor annoyance?

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

As social media has surged in popularity it was probably inevitable that


professional services firms would begin to include it as a part of their marketing
strategy. But is it effective? What are the key benefits? How do you develop a
strategy? These are some of the questions we will address in this post.
Let‘s start by defining what a social media marketing strategy is all about.

Social Media Marketing Strategy Defined

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:

Business purpose to be addressed

Target audience profiles

Social media platforms to be used

Implementation tactics

Specific goals and measures to be tracked

Often, a social media strategy is part of a more comprehensive marketing plan.

The Strategic Uses of Social Media

Social media can be an important component of your overall marketing strategy.


We have identified five primary roles that social media can play in a modern
professional services firm.

1. NETWORKING

Social media‘s original intended role, as an online networking system, is still


important for professional services firms. Treat Twitter, LinkedIn, and Facebook
as an online cocktail party—a way to meet new people and develop important
business and client relationships—but without the hangover. And, like a cocktail
party, social media is highly reciprocal. People expect replies to their tweets,
comments, and questions, and there is an expectation that you will share other
people‘s content as well as your own.
2. CONTENT PROMOTION

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.

A word of warning on content promotion, though—it‘s important not to overdo


self-promotion. Social media is reciprocal, and you need to balance self-promotion
with sharing important content created by other industry thought leaders. While
there seems to be no widely accepted standard for how much of others‘ content to
share, there is a bias toward education. Leave your marketing collateral on your
website. Educate, don‘t hard sell.

3. SEO (SEARCH ENGINE OPTIMIZATION)

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

Social media is a natural recruitment tool, whether it be finding new employees or


seeking out business partners. LinkedIn and Facebook let you post highly targeted
jobs focusing on users with certain résumé attributes, and provides real-time
analytics showing, among other things, who has viewed the post. And of course,
LinkedIn is well known as a good place to search for a new position or to find the
right talent.

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.

The Benefits of Using Social Media For Marketing

1. LESS EXPENSIVE

As a starting place, most social media platforms are available as


―free‖ applications, even if they also offer premium subscriptions with expanded
functionality. And while they are not truly free, as staff time is required to actually
use them, they do not require fees, travel expenses, and the vast quantities of
professionals‘ time consumed by traditional networking.

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.

4. BUILDS YOUR BRAND

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.

The ROI of Social Media Marketing

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%).

While widespread adoption may suggest a good return on investment, there is


more direct evidence to consider. In the same study we looked at the marketing
techniques used by High Growth firms (firms with compound annual growth rates
greater than 20%) and compared them to the techniques used by firms that were
stagnant (no growth or a decline). While both groups used social media to about
the same extent, High Growth firms found social media to be more effective
compared to their No Growth peers.

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.

Developing Your Social Media Marketing Strategy

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.

1. DETERMINE THE BUSINESS PURPOSE OF YOUR SOCIAL MEDIA


PROGRAM

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 develop new relationships with your target audience or


influencers? Think of this goal as traditional networking using a new
communications channel.

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.

Do you need to recruit new employees? They will definitely be checking


you out on social media, so you better be ready. Conversely, it can be used to find
just the type of employee you are looking for.

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.

2. SPECIFY AND RESEARCH YOUR TARGET AUDIENCES

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.

3. SELECT THE APPROPRIATE SOCIAL MEDIA PLATFORM(S)

Should we be on Facebook? What about YouTube? And everyone‘s been talking


about LinkedIn. Many folks select the channel first, then try to figure out what
their goal should be. No, no, no, bad idea! Figure out where you need to go to
reach your audience. That will determine your social media channel(s). And
remember: you don’t need to do it all.

Sometimes it will make sense to be on multiple social media platforms. Each


channel is unique and requires a different strategy, so you should consider the
characteristics of the different platforms as part of your decision process.

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.

4. PINPOINT PROGRAM GOALS AND MEASURES

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.

5. DEVELOP IMPLEMENTATION TACTICS

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

gaining importance or attention among various consumers. Now a days electronic

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

marketing. Technology in general and internet in particular is filled with many

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,

communicating, buying, selling and also purchasing of goods like olx.com. As

today popularity of these sites increasing due to that various corporate houses and

even Government organizations are using it as a tool to reach masses audiences in


the way to attract them. Consumers are using Social websites in their routine life

for many different reasons or purposes. Many of the people who want to maintain

relationship interpersonally. Due to various advantages of social media not only to

consumer but to a businessman also to connect with the end user or consumers

directly. Hence, it becomes very much important to understand how social

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

important thing have to understand that Research methodology is system to solve

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

solve the problem. Research methodology consists of series of actions or steps

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,

professionals, service class employees, housewives and even from various

business class people and others are taken into for that.

Methods of collection of data: A technique of data collection refers to

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.

Census technique 2. Sample technique. 97 Data plays an important role in

research. Facts, information or premises properly collected and formally presented

for the coming and for the purpose of drawing conclusions may be called data.

Statistical information collected, formatted and presented for the purpose of

establishing relationships between variables can be included in the data. Mostly

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

department and research workers. It can be obtained from records, books,

government publications and journals. Utmost care has taken by the researcher

while collecting the data from the various sources.

Period of study Last Twenty Years up to 2016

Sampling technique / size The survey will be conducted on the basis of sampling

method. The total population Is 2000 customers. The researcher is going to

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

various statistical methods. For calculation of whether hypothesis are giving

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

testing is a mandatory steps to be followed in hypothesis testing. No doubt

hypothesis is a mathematical temporary solution which is not proved yet and it is

like a mathematical expectations based on the variance. Hypotheses are based on

amount of information collected by the researcher. It has a proper validity and

reliability too. It is based on certain assumption which cannot be accurate. If

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

parametric test population parametric must be taken into consideration. It is always

based on many assumptions. Whereas in case of non-parametric it does not

involve population parametric, it can be calculated on the basis of measured on

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

hypothesis like it require larger amount of data in under to arrive at conclusion.

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

Hypothesis testing The hypothesis will be tested by the following techniques: 99 1.

CHI-SQUARE TEST 2. ANOVA 3. Multi-variate analysis 4. Factor analysis.

Chi-square test Chi-square is the measure which checks or evaluates extent to

which a set of the observed frequencies of a sample of deviates from the

corresponding set of expected frequencies of the samples. It is the measure of

aggregate discrepancies actual and expected frequencies. This distribution is called

χ2 distribution. It was first introduced by helmet in 1875. It is also known as ―

goodness for fit‖. It is used as test static in testing hypothesis that provides the

theoretical frequencies with which observed frequencies are observed. It is

denoted as χ2 = (F0-Fe)2 ∑ Fe

Anova (analasis of variance) In stats we mostly want to get an information if the

mean of two popular are equal. To answer this, we need to use Anova (analasis of

variance). It is a particular type of statistical hypothesis testing mostly used in the

analysis of experimental data. In the typical application of Anova (analasis of

variance), the Hypothesis which is Null is that all groups are simply random

samples of the same population. The wordings of Anova (analasis of variance) is

the synthesis of different types ideas and it is always used for various purposes and

implement it.

Multi-variate analysis The importance of Multi-variate analysis is to show the

related structure and meaning clearly showing within these sets of variables
through application and inferences of many statistical method. It is showing richer

original design, it can help control for the error.

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

variable. It allows to use gain insight to categories, it is also useful in regression. It

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

data from the resident of Thane, Bhinwdi, wada, Ulhasnagar.

Design of the present research In the current research, mostly qualitative

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

secondary data collected among various Social Websites, various Literature

Review, National, International Journals and various Thesis.

Interview questions design for consumers The questionnaire is sub divided

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.

Utility of the research 1. Checking of there is positive or negative impact of

co-relation between social websites which is doing marketing and consumer

Buying behavior. 2. Understanding the concept of Social Media Marketing. 3.

Understanding the concept of Consumer behavior and various different 101 types

factors affecting it 4. Understanding of various Social Media Marketing tools like

Face Book, twitter, Skype and their importance for consumer. 5. Understand the

concept of Social Media Marketing and it impact on consumer Buying behavior. 6.

How Traditional Marketing is different from Social Media Marketing. 7. Need to

understand why Social websites which are doing marketing has changed the

outlook of customer towards buying behavior.


SUMMARY AND CONCLUSION
SUMMARY AND CONCLUSION

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

seven frequently, one hundred seventy eight very frequently. Twitter

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

average use, forty one frequently, sixty five very frequently.

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

frequently users of linkeldn is about 106 number with a percentage of 19.4

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

65 number is very frequently has a total percentage is 14.7%. But in case of

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

is one lakh sixty five thousand nine hundred and fifty.


OBSERVATIONS AND DISCUSSION
OBSERVATIONS AND DISCUSSION

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

information. Blogs are updated regularly by an individual or by a small group but

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

product. The information should be shared on these blogs so that maximum

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

the product or service. Some companies is providing or requesting to fill up a

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

or feedback to company about the product that is already used by a consumer.

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

advertisement is displayed and every time one or the other advertisement of a

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

interested in watching any of advertisement. But interested people are searching

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

newspaper can also read by downloading some applications. 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

social media is very important in day to day life.

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,

downloading, uploading, important messages transmission and many more.

5. The more use of social networking sites increases the persons involvement in

decision making and which is very important .


6. Comparison can be made between traditional mode of media and social media

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

and consumers in particular.

8. It can be recommended that social media is more affecting behavior of

consumers as comparison can be made between traditional marketing and social

media marketing.
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QUESTIONNAIRE
QUESTIONNAIRE

Q.No. Statements

1 I read blogs on Internet regularly.


2 I employ social media to write blogs very frequently.
3 I share the information about product or service by writing reviews or
blogs.
4 I bring up to number of likes/ dislikes while considering any goods or
service.
5 Myself use social media to seek opinions about product/services
6 Read net scan or blog about that particular product which I want to buy
7 I visit company website and provide score for a particular goods or
service used by me.
8 I share the links of my favourite brands with friends and relatives using
social networking sites.
9 I read the opinions shared by friends through social networking sites
before buying the product.
10 I share feedback about a product or service bought/used from some
organization in recent past.
11 I look for the advertisement of the different products of the category
before buying the products on social networking sites
12 I use social media to see net Advertisement
13 I reply of questions and promotional offers received through social
networking sites.
THANK YOU

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