DECLARATION BY THE STUDENT

I hereby declare that the “B2C MARKETING STRATEGIES ON SOCIAL MEDIA” is the result
of the work carried out by me under the guidance of PROF. B S VASUKI SIR in partial
fulfilment for the award of a master’s degree in business administration by Bengaluru City
University.

I also declare that this report is the outcome of my own efforts and that it has not been
submitted to any other University or Institute for the award of any other Degree / Diploma /
Certificate. I also declare that the social immersion report is not presented in any forum
earlier than this.

Place: Bengaluru Name: Archana M S

Date: 10-01-2024 Reg No: P18EP22M015009

 GUIDE CERTIFICATE

This is to certify that the Business Plan Report “B2C MARKETING STRATEGIES ON
SOCIAL MEDIA” submitted by (ARCHANA M S and REG NO: P18EP22M015009) to
Bengaluru City University. Bengaluru for the award of Degree of Master of Business
Administration is a record of work carried out by him / her under my guidance.

Place: Bangalore

Date: 10-01-2024 Signature:

 CERTIFICATE OF ORIGINALITY

(To be given by the Institution on its letterhead)

This is to certify that the Business Plan report entitled “B2C MARKETING STRATEGIES ON
SOCIAL MEDIA “is an original work of Mr. / Ms ARCHANA M S Bearing University Reg No:
P18EP22M015009 and is being submitted in partial fulfilment for the award of the master’s
degree in business administration of Bengaluru City University. The report has not been
submitted earlier to any University / Institution to fulfil the requirement of any course of study.
Mr. / Ms ARCHANA M S is guided by Mr. /Ms. / Dr PROF. B S VASUKI SIR who is the
Faculty Guide as per the regulations of Bengaluru City University.

SIGNATURE AND SEAL OF DIRECTOR / PRINCIPAL / HOD

 ABSTRACT

In recent years, B2C Marketing Strategy on social media has grown to be ubiquitous and
maximum vital for social networking, content sharing and on-line gaining access to. Due to
its reliability, consistency and instant functions, social media opens a wide location for
corporations which includes on-line marketing, advertising which takes place through social
media is referred to as social media advertising, social media advertising and marketing has
made feasible for agencies to attain targeted purchasers without problems, efficaciously and
right away. Except that, social media advertising Also faces numerous challenges inside the
field. This newsletter argues on social media advertisings advantages and downsides in
present era.
 ACKNOWLEDGEMENT

It is well-established fact that behind every achievement lays an unfathomable sea of

gratitude to those who have extended their support and without whom the project would
never have come into existence.

I express my gratitude to MEWA VANGUARD BUSINESS SCHOOL BANGALORE for

providing me an opportunity to work on this thesis as a part of the curriculum.

Also, I express my gratitude to Mrs. Prof. B S VASUKI SIR on the completion of my project.
 TABLE OF CONTENT

Table of Contents

COVER PAGE …………………………………………………………………I

DECLARATION BY THE STUDENT………………………………………………. II

GUIDE CERTIFICATE………………………………………………………………. III

CERTIFICATE OF ORIGINALTY……………………………………………………IV

ABSTRACT……………………………………………………………………………V

ACKNOWLEDGEMENT…………………………………………………………….VI

TABLE OF CONTENT………………………………………………………………. VII

LIST OF FIGURES……………………………………………………………………VII

1.INTRODUCTION…………………………………………………………………….1

2.LITERATURE REVIEW…………………………………………………………….7

3.SOCIAL MEDIA PLATFORM BUILD SOCIAL FOR B2C……………………….18

4.RESEARCH METHODOLOGY…………………………………………………….23

5.LIMITATIONS AND FURTHER RESEARCH………………………………………31

6.FINDINGS…………………………………………………………………………….33

7.DISCUSSION………………………………………………………………………….34

8.CONCIUSION AND RECOMMENDATIONS……………………………………….39

REFERENCES AND BIBILOGRAPHY……………………………………………….42

 LIST OF FIGURES

FIGURES 1: B2C Marketers in the survey…………………………………………3

FIGURES 2: Organized B2C Marketers on 427% survey data………………….4

FIGURES 3: B2C Marketers documents……………………………………………5

FIGURES 4: Marketers goals…………………………………………………………6

FIGURES 5: B2C Marketers using Software project management……………….6.

FIGURES 6: Hypothesized Framework…………………………………………….13

FIGURES 7: Research model on Business-to-consumer…………………………21

FIGURES 8: Social media usage by Customer centric management

interaction……………………………………………………………………………….30
 1.INTRODUCTION

B2C advertising and marketing are driving clients to the product and maximizes the value of
the transaction via activities that provide incentives to shop for the additional merchandise.
Relationships between businesses and purchasers are based totally on the consumer’s
revel in all through the acquisition manner. The price of the transaction may be determined
via the high-quality of the enjoyment of the transaction. Advertising and marketing objectives
are dreams set by a business while selling its products or services to capability customers
that must be finished within a given time frame. Marketing method set if you want to gain the
overall organizational objectives.

A corporation’s an advertising and marketing goals for a specific product would possibly
consist of growing product attention among centred customers, supplying information about
product capabilities and reducing consumer resistance to shopping for the products.

The improvements in the net in recent years have made new systems to be had to a
commercial enterprise: social media along with on-line communities being a very good
instance. The overall availability of the net has given individuals the opportunity to apply
social media, from electronic mail to twitter and Facebook, and to have interaction without
the need for bodily conferences. This has been facilitated by way of net 2.0 applications. Net
2.0 is a new advancement, which has transferred the net to social surroundings via
introducing social media, in which individuals can have interaction and generate content
online. Net 2. Zero has emerged to give users simpler interconnectivity and participation at
the net. With the upward push of social media and online groups, individuals can without
difficulty percentage and get right of entry to information.

Online communities and B2C Marketing Strategy on social media are effective web
technology for social interactions and sharing statistics. MM take centre-level in e-trade
inside the modern environment, where customers have to get entry to many distinct sources
of facts and experiences, which have been facilitated with the aid of different client’s data
and tips. That is a crucial factor as the purchaser involvement via social media is a key issue
in advertising. Social media provide specific values to corporations, such as superior logo
recognition, facilitating phrase-of-mouth communication, growing income, sharing, the
networking of individuals through social media provides shared values, leading to a
tremendous effect on consider. Today, with the enlargement of social media marketing and
SMM, a study of consumer behaviour on those platforms is a studies agenda because social
media are possibly to broaden advertising techniques in corporations via trust- building
mechanisms and effecting customer’s interaction to buy online merchandise.

1
1.1 Overview

Like advertising and marketing managers in the past due to Nineties through early the
2000s, who participated in the large deployment of customer dating control (CRM)
technology, brand new managers are charged with integrating nascent technology-
particularly, social media applications- with current structures and approaches to expand
new abilities that foster stronger relationships with customers. This merger of existing CRM
structures with social media technology has given manner to a new concept of CRM that.
Includes an extra collaborative and the community- focused technique for dealing with client
relationship. B2C marketing strategy on social media has recently emerged to characterize
this new approach to development and patronage (Greenberg,2013). Advertising pupils have
described social CRM as the mixing of customer-going-through sports, together with
approaches, structures, and technology, with emergent social media packages to interact
customers in collaboration conversations and beautify consumer relationships
(Greenberg,2013, Trainor. 2012). Businesses are recognizing the capacity of social CRM
and feature made huge investments over the last two years, in virtual CRM. Technology,
consistent with Sarner et A1. (2011), spending in social CRM era elevated via extra than
40% in 2013 and is expected to exceed $1 billion by 2013.

Regardless of the contemporary hype surrounding social media packages, the efficacy of
social CRM technology stays in large part unknown and underexplored. Numerous questions
continue to be unanswered, including as a result, agencies are in large part left to test with
their social utility implementation (Sarner et al., 2011), and they achieve this without a clear
photograph of the way those new technologies may be used to broaden new, performance-
enhancing talents.

Researchers have verified that CRM technologies alone hardly ever provide direct value to
firms, and, instead, those technologies are most effective when combined with different firm
sources and processes (e.g., Chang, park, & charity, 2013; Jayachandran, Sharma,
Kaufman, & Rama, 2005; Srinivasan & moorman,2005).at the same time as extant literature
offers a company footing upon which to base social CRM research, little studies have but
examined how social media technology engage with CRM systems and methods to beautify
purchaser relationships. The contribution of these studies is subsequent: first, this research
conceptualizes and measures social CRM talents. At the same time,

2
As the hobby in social CRM maintains to grow among technology companies and the
popular organizational assets and social media generation sources.

1.2 How successful do you consider yourself by B2C marketers?

In the study, only 62 percent of the 677 B2C marketers find themselves to be somewhat
successful or very good. Only 9 percent of that amount falls into the latter.

Chart Title

Very Unsuccessful 44 7%

Somewhat Unsuccessful 54 8%

Very Successful 59 9%

Neutral 162 24%

Somewhat Successful 358 53%

0 50 100 150 200 250 300 350 400

COUNT PERCENT

FIGURE 1: B2C Marketers in the Survey

COUNT PERCENT

Very Unsuccessful 44 7%

Somewhat Unsuccessful 54 8%

Very Successful 59 9%

Neutral 162 24%

Somewhat Successful 358 53%

3
By comparison, 70% of the survey’s B2C marketers reported success (57% Successful, and
13% Slightly Successful). The scale of the data sets (1206 B2B marketers versus 677 B2C
marketers) may explain this difference.

While most B2C marketers are on the right track, however, this data does appear to suggest
that most of them believe there is room for improvement.

1.3 B2C Marketers coordinated are 472% more likely to report performance?

One of the best things marketers can do to increase their chances for success, according to
the survey data, is to get coordinated.

Marketers who said they had well-organized marketing teams were 472% more likely to
performance. There is also a strong correlation between performance and organisation
(R=0.43, n=417, p-value<0.0001).

Chart Title

350
300
250
200
150
100
50
PERCENT
0
Somewhat COUNT
Organized somewhat
Unsure
Disorganized Very
Organized Very
Disorganized

COUNT PERCENT

FIGURE 2: Organized B2C Marketers 472% Survey data

COUNT PERCENT

somewhat Organized 317 47%

Somewhat Disorganized 139 21%

Unsure 79 12%

Very Organized 71 10%

4
Very Disorganized 71 10%

When looking at the total number of B2C marketers who reported being organized, however,
47% replied very organized and only 10% said they were really organized.

1.4 Should B2C marketers record their strategies?

Yet, how many B2C marketers are following the advice through in the study? Just 39%
documented parts of their strategy and anther 10% documented their strategy.

Chart Title

300

250

200

150

100

50

0
Portions of their No Documented NoDocumented Entire marketing
Strategy Are Strategy But will Strategy Strategy is
Documented create one in 2019 documented

COUNT PERCENT

FIGURE 3: B2C Marketers documents

COUNT PERCENT

Portions of their Strategy are Documented. 265 39%

No Documented Strategy But will create one in 2019. 173 26%

No Documented Strategy 168 25%

Entire Marketing Strategy is Documented 71 10%

5
1.5 History and Purposes

Social media are regarded as new advertising tools for promoting a producer’s products /
services, constituting a rising conversation channel through which to shape the connection.

Between an emblem and its customers.

Social media advertising is a time that real acts of the use of social networks for advertising
and marketing and advertising and marketing functions. social media advertising isn’t
uncommon inside the business-to-patron (b2c) Regin, and the concept of social media-
associated mainly to b2c has been exclusively studied weber suggests that a marketer’s
function has changed from a broadcaster sending messages to a particular purpose
segment to a corporation that collaborates with its customers and participates in digital
businesses. Using social media is now spreading also to the business-to-patron (b2c) place
(baron, 2015; Ramones, 2015). Greater particularly, a shift in energy has come about, added
approximately by means of the use of the net’s potential to seriously leverage consumer
voices. In this manner, organization cannot dictate conversation phrases but need to be
invited to participate in conversations with the resource of being relevant to customers
(Fournier and Avery, 2011).

1.6 What are marketers’ settings goals?

Chart Title
500
450
400
350
300
250
442
200
150
235
100
50
0 65% 35% 0 0 0
YES NO

COUNT PERCENT

FIGURE 4: Marketers Goals

6
 COUNT PERCENT
YES 442 65%

NO 235 35%
Goals are set by a motivating 65%.the association is modes (R=0.34, n=417, p-value
0.0001), including that there is an appreciable link between goal setting and performance
finding.

1.7 What are B2C Marketers Using Software Project Management?

We know that getting, planning proactively, tracking plans and even incorporating agile all
correlate with marketing success. But do B2C marketers use software to control such
processes?

NO YES

FIGURE 5: B2C Marketers Using Software Project Management

COUNT PERCENT
NO 495 73%
YES 182 27%

7
This relates to fairly to moderate levels of marketers reporting that they are taking steps to
coordinate themselves and plan. That may not be particularly surprising, therefore, but it
would be fascinating to see whether a rise in organization and strategic planning would allow
more marketers to acquire resources to promote it work.