Summer Training Report

ON
“Enhancing Digital Presence through Social Media: Insights from Fitspire - A
Health Supplement and Wellness Brand”
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF
THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Dr. Gurpreet Kaur
Associate Professor, RDIAS
SUBMITTED BY:
Goysha Vishnoi
Enrolment No: 04615901722
BBA-V Semester
Batch 2022-25

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2015 Certified Institute
NAAC Accredited: A Grade (3rd Cycle), Category A+ Institution (by SFRC, Govt. of
NCT Delhi)
(Approved by AICTE, HRD Ministry, Govt. of India)
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-11008
 TABLE OF CONTENT

Particulars Page No.

Student Declaration i

Internship Certificate ii

Certificate from Faculty Guide iii

Acknowledgement iv

Executive Summary v

Chapter 1: Introduction 1- 3

Chapter 2: Review of Literature 4-7

Chapter 3: Research Methodology 8 - 10

Chapter 4: Data Analysis 11 - 20

Chapter 5: Findings and Conclusion 21 - 23

References 24

Annexures (to include questionnaire, if any; plagiarism report, etc.) 25 - 27

 Student Declaration

This is to certify that I have completed the project titled “Enhancing Digital Presence

through Social Media: Insights from Fitspire - A Health Supplement and Wellness

Brand” under the guidance of Dr. Gurpreet Kaur in the partial fulfillment of the

requirement for the award of the degree of Bachelor of Business Administration from

Rukmini Devi Institute of Advanced Studies, New Delhi.

It is also certified that my project is an original work and that the same has not been

submitted earlier elsewhere.

Name of the Student: Goysha Vishnoi

Enrolment Number: 04615901722
Class and Section: BBA Semester-V Morning C
 Certificate from Faculty Guide

This is to certify that the project titled “Enhancing Digital Presence through Social Media:

Insights from Fitspire - A Health Supplement and Wellness Brand” is an academic work

done by Goysha Vishnoi submitted in partial fulfillment of the requirement for the award of

the degree of Bachelor of Business Administration from Rukmini Devi Institute of Advanced

Studies, New Delhi, under my guidance and direction.

To the best of my knowledge and belief, the data and information presented by him/ her in

the project have not been submitted elsewhere earlier.

Name of the Faculty: Dr. Gurpreet Kaur

Designation of the Faculty: Associate Professor, RDIAS
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to everyone who contributed to the successful

completion of this project, titled “Enhancing Digital Presence through Social Media: Insights

from Fitspire - A Health Supplement and Wellness Brand.”

Firstly, I extend my heartfelt thanks to my project guide, Dr. Gurpreet Kaur Ma'am, for her

invaluable guidance, encouragement, and support throughout this research journey. Her expertise

and insights have been instrumental in shaping this project. I am also grateful to Rukmini Devi

Institute of Advanced Studies for providing the necessary resources and facilities to conduct

the research and complete the project.

I am deeply grateful to the management and staff of Fitspire for providing me with the

opportunity to gain practical exposure and insights into their digital marketing strategies. Their

cooperation and willingness to share valuable information have significantly enriched my

learning experience.

Finally, I wish to thank my family, friends, and colleagues for their continuous support,

encouragement, and patience, which helped me stay focused and committed to completing this

project.

Thank you all for your invaluable contributions.

Name of the Student: Goysha Vishnoi

Enrolment Number: 04615901722
Class and Section: BBA Semester-V Morning C
 Executive Summary
The digital landscape has transformed the way brands interact with their customers, making
social media an essential component of modern marketing strategies. This project, titled
"Enhancing Digital Presence through Social Media: Insights from Fitspire - A Health
Supplement and Wellness Brand," aims to analyze the role of social media in enhancing brand
visibility, customer engagement, and overall digital presence, with a particular focus on Fitspire,
a company specializing in health supplements and wellness products.

In recent years, the health and wellness sector has witnessed exponential growth, driven largely
by increasing consumer awareness and the demand for health-focused products. As a result,
companies like Fitspire must leverage digital platforms to connect with their target audience
effectively. This study seeks to provide actionable insights into how Fitspire can optimize its
social media strategies to foster greater engagement and loyalty among its consumers.

To achieve this goal, the project employs a comprehensive methodology that includes a literature
review and a survey designed to gather data from a diverse demographic. The literature review
explores existing research on social media marketing, consumer behavior, and the impact of
digital presence on brand engagement. This foundational analysis sets the stage for the primary
research conducted through a survey that examines various aspects of social media usage, brand
engagement, perception, influencer impact, and brand loyalty. The survey focuses on key
questions regarding social media interaction, such as the frequency of brand engagement,
preferred content types, and the perceived influence of social media personalities on purchasing
decisions. Participants are also asked to share their demographics, including age, gender, and
location, allowing for a nuanced understanding of consumer behavior across different segments.

By analyzing the data collected, this project aims to identify patterns and correlations between
social media engagement strategies and consumer behavior. The findings will provide valuable
insights into how Fitspire can enhance its digital presence through tailored content, effective
influencer partnerships, and targeted engagement strategies that resonate with its audience. The
outcomes of this project will not only aid Fitspire in refining its marketing approach but also
contribute to broader discussions on the significance of social media in the health and wellness
industry. As consumer preferences continue to evolve, it is imperative for brands to adapt their
strategies accordingly to maintain relevance and foster meaningful connections with their
audience.

In conclusion, this project aims to provide a comprehensive analysis of Fitspire's digital

presence, offering insights that can enhance its social media strategies and drive customer
engagement. By leveraging the power of social media, Fitspire has the opportunity to strengthen
its brand loyalty, improve customer relationships, and achieve sustainable growth in an
increasingly competitive marketplace.
 CHAPTER 1
INTRODUCTION
In an era characterized by rapid technological advancements and ever-evolving consumer
behaviors, the significance of a robust digital presence for brands cannot be overstated. The
internet, with its vast reach and immediacy, has transformed the way businesses operate, interact
with their audiences, and position themselves in the market. For brands across all industries,
maintaining a strong digital footprint has become a prerequisite for success, as it directly
influences brand visibility, customer engagement, and overall market relevance.

The concept of digital presence has evolved significantly over the past two decades. Initially,
having a website was considered sufficient for establishing an online identity. However, as
digital technologies have advanced, the components of a successful digital presence have
expanded to include social media platforms, search engine optimization (SEO), content
marketing, email marketing, online advertising, and e-commerce capabilities. Each of these
elements plays a crucial role in how a brand is perceived online and how effectively it can reach
and engage its target audience. The digital landscape has also democratized access to
information, empowering consumers to research and compare products and services from the
comfort of their homes. This shift has made it imperative for brands to not only be present online
but to actively engage with their audience in meaningful ways.

A strong digital presence is no longer just about visibility; it’s about building trust, providing
value, and fostering a sense of connection with consumers. This research paper explores the
critical role of social media in enhancing digital presence, with a specific focus on Fitspire, a
leading vegan health and wellness brand in India. Through a detailed examination of Fitspire's
journey, strategies, and achievements, this study aims to provide insights into how social media
can be effectively leveraged to create and sustain a robust digital presence in the competitive
health and wellness sector.

The health and wellness industry has undergone a significant transformation over the past
decade, driven by changing consumer behaviors, technological advancements, and a growing
emphasis on holistic well-being. As consumers become more health-conscious, they seek out
brands that not only offer high-quality products but also align with their values and lifestyle
choices. This shift has led to the rise of brands that prioritize transparency, authenticity, and
sustainability—values that resonate strongly with today's consumers. In this context, digital
presence becomes a crucial factor in a brand's ability to connect with its audience and
differentiate itself from competitors.

The digital age has democratized access to information, making it easier for consumers to
research products, read reviews, and engage with brands directly. This has created both
opportunities and challenges for health and wellness brands. On one hand, brands have the
opportunity to reach a global audience, share their story, and build a loyal community of
followers. On the other hand, the digital space is crowded and highly competitive, requiring
brands to be strategic, innovative, and consistent in their digital marketing efforts. Social media,
with its ability to facilitate real-time interactions and foster community engagement, has become
a cornerstone of digital marketing strategies for health and wellness brands.

Fitspire, a Delhi-based health and wellness brand operated by StarCap Wellness Pvt. Ltd., is a
prime example of how a brand can effectively harness the power of social media to enhance its
digital presence. Founded in 2020 by IIM Lucknow alumni Vipen Jain, along with co-founders
Nidhi Jain and Hinah Sawhney, Fitspire was born out of a vision to revolutionize the wellness
industry by promoting a holistic approach to health. The brand's mission is to inspire individuals
of all generations to believe in their health and fitness aspirations and to provide them with the
tools to achieve their goals. Fitspire's commitment to offering 100% vegan, plant-based, and
nutrient-dense products has positioned it as a leader in the vegan health and wellness space in
India.

From its inception, Fitspire has been driven by a purpose that goes beyond commercial success.
The brand's #GoVeganWithFitspire initiative exemplifies its dedication to promoting veganism
as a lifestyle choice that benefits not only individual health but also the environment. By
addressing the knowledge gap surrounding veganism and offering innovative vegan alternatives,
Fitspire is actively contributing to the growing demand for sustainable health solutions. This
commitment to positive change is reflected in the brand's approach to product development,
marketing, and customer engagement.

One of the key factors behind Fitspire's success in the digital space is its strategic use of social
media platforms. Recognizing the importance of connecting with its target audience where they
spend a significant amount of their time—online—Fitspire has made social media an integral
part of its marketing strategy. The brand uses a multi-platform approach, engaging with
consumers across Instagram, Facebook, Twitter, YouTube, and Pinterest. Each platform is
utilized to its strengths, with Instagram and Facebook serving as primary channels for visual
storytelling and community building, Twitter for real-time interactions and customer support,
YouTube for educational content, and Pinterest for visual inspiration and product discovery.

Fitspire's social media strategy is centered around creating content that resonates with its
audience, provides value, and fosters a sense of community. The brand regularly shares content
that educates consumers about the benefits of veganism, offers tips on healthy living, and
showcases its product range. This content is complemented by user-generated content,
testimonials, and reviews, which help to build trust and credibility. Additionally, Fitspire
leverages social media to run targeted campaigns, such as contests, giveaways, and influencer
collaborations, which not only boost engagement but also drive brand awareness and customer
acquisition.
 CHAPTER 2
REVIEW OF LITERATURE
Dwivedi, Y., et al. (2021) The internet and social media have transformed consumer behavior
and business practices. Social and digital marketing offer companies benefits like lower costs,
enhanced brand awareness, and increased sales. However, challenges arise from negative online
feedback and intrusive brand presence. This article compiles insights from experts on digital and
social media marketing, covering topics such as AI, augmented reality, digital content, mobile
marketing, B2B strategies, electronic word of mouth, and ethics. It highlights research gaps and
offers propositions to advance knowledge in the field, making it valuable for both researchers
and practitioners.

Febrian, A., et al. (2022) This research delves into how Micro, Small, and Medium Enterprises
(MSMEs) can cater to customer needs by improving the quality of their social media presence,
ultimately enhancing brand image and awareness. The study involved the analysis of a survey
with 145 participants who have experience with online shopping through social media, using
structural equation modeling. The findings indicate that high-quality social media content can
significantly elevate brand awareness, brand image, and marketing activities.

Dolega, L., et al. (2021) This study delves into the significance of social media as a vital
marketing strategy in the digital technology era, with Facebook emerging as the most impactful
platform. However, the influence of social media on business outcomes, including website
traffic, orders, and sales, remains not fully explored. The effectiveness of social media marketing
differs based on product complexity, cost, and brand status.

Nyagadza, B. (2022) This study investigates the future trends in search engine operation and
social media marketing, focusing on regional and global patterns. It provides practical guidance
for business professionals in developing digital marketing strategies. Key trends include
Accelerated Mobile Pages, micro-vlogging, voice search, blogging, and social messaging. In the
fast-paced digital world, utilizing social media for marketing is crucial as it enhances virality and
provides valuable insights for strategies.

Hasan, M., et al. (2021) This research paper investigates the influence of social media
marketing on consumer-brand relationships, specifically looking at the impact of local and non-
local brands. The study collected data from 343 social media users in Saudi Arabia and tested the
research model using structural equation modeling. The results show that brand trust, brand
community, brand awareness, and interaction all influence purchase intention, while brand origin
moderates these effects.

Liu, G., et al. (2022) This study explores the effectiveness of hotel social media branded
content, based on computer-mediated communication theories. Data from 318 respondents
showed that telepresence and social presence positively impact customer purchase intention
through trust and perceived usefulness. The study provides practical implications for hoteliers to
design more effective social media content.
Khanom, M. T. (2023) In the digital era, social media platforms like Facebook, Instagram,
Twitter, YouTube, and LinkedIn are crucial for businesses to reach customers and build brand
awareness. This study examines the mediating role of social media platforms and its necessity
compared to other marketing communication methods. It suggests that responsible use and
limiting harmful effects should be prioritized. The qualitative and descriptive method used in the
paper helps readers decide whether to rely solely on social media or consider alternative
marketing methods.

Khrais, L. T., & Gabbori, D. (2023) The research examined the impact of social media on e-
commerce expansion and marketing by Jordanian firms. A quantitative method was used, with
fifty managers surveyed. Results showed that social media increases brand marketing, but loyal
followers can reduce e-commerce if products don't align with customers' interests. The study's
small sample size limited generalization. Recommendations include creating engaging social
media posts for customer feedback.

Bazi, S., et al. (2023) This paper explores the impact of social media engagement on luxury
fashion brands. It reveals that content quality and entertainment play a crucial role in boosting
brand loyalty and love. The study also highlights the importance of content marketing, aesthetic
quality, and celebrity endorsement in fostering brand engagement. The findings have managerial
implications for luxury brand managers and marketers.

Nuseir, M. T., et al. (2023) This study explores contemporary digital marketing strategies and
tools, their role in marketing activities, and market segmentation in the digital era. It uses a
Systematic Literature Review to identify various strategies, including eWOM, emailing, affiliate
marketing, search engine optimization, social media marketing, and corporate blogging. Social
media marketing is found to be most effective for brands in enhancing customer experience due
to its personalization, customization, and interaction capabilities.

Ao, L., et al. (2023) This study analyzes the impact of social media influencers' characteristics
on customer engagement and purchase intention. Eight factors were identified: homophily,
expertise, trustworthiness, credibility, congruence with the product, entertainment value,
informative value, and attractiveness. Results showed moderate to high correlations, with
entertainment value having the strongest association. The study aims to reduce heterogeneity in
influencer marketing research.

Shafiq, M. A., et al. (2023) The study investigates the impact of media marketing on customer
satisfaction and trust in Pakistan. Data was collected from 310 respondents, including
government employees, private sector workers, executives, and students. The research found a
significant positive association between social media marketing, rewards, brand image,
electronic word of mouth, customer engagement, trust, and satisfaction.

So, K. K. F., et al (2024) The study uses uses-and-gratifications theory to investigate customer
engagement on social media marketing. It found that customer evaluations fluctuate, and
engagement has longitudinal effects on stickiness over time. However, no cross-lagged effects
arise from firm-based social media marketing activities to customer stickiness or stickiness to
engagement. This contributes to the customer engagement literature by describing its dynamics
and relationships over time.
 CHAPTER 3
RESEARCH METHODOLOGY
3.1 Research objectives

1. To assess the impact of social media on enhancing brand visibility for Fitspire.
2. To analyze the effectiveness of different social media platforms in driving engagement
and customer interaction.

3.2 Research design

The study uses a descriptive design to observe and depict the influence of social media on
enhancing the digital presence of brands. It will use a combination of qualitative and quantitative
approaches to gather comprehensive insights into the effectiveness of social media.

3.3 Period of Study

The time period of study is from 24th June to 24th August, 2024.

3.4 Source of data collection

 Primary data involves surveys/questionnaires distributed to social media users to gather

insights on brand perception and engagement; interviews conducted with Fitspire’s social
media team to understand their content strategies, campaign objectives, and challenges.
 Secondary Data involves analysis of Fitspire’s social media performance reports,
including engagement metrics, content performance, customer interactions, campaign
outcomes, and existing records from Meta Business Suite.

3.5 Sampling Technique

 Convenience Sampling will be used to select participants for surveys, focusing on those
actively using social media platforms.
 Purposive Sampling will be applied to interview members of Fitspire’s social media and
marketing team.

3.6 Sample Size

 Social Media users: 50-80 respondents from various platforms (Instagram, Facebook,
etc).
 Team Members: 3-5 Fitspire employees directly involved in the interview.

3.7 Tools and Techniques

The survey data was analyzed using statistical tools to identify trends in customer engagement,
preferences, and brand perception within the health and wellness industry. Thematic analysis was
employed to identify key patterns and insights related to content strategy and digital presence.
This analysis was carried out using responses from interviews and observations. Social media
analytics (engagement rates, reach, impressions) will be reviewed to evaluate the success of
Fitspire’s social media campaigns.
 CHAPTER 4
DATA ANALYSIS
Demographics

4%

UNDER 18
18-24
25-34
35 or Above

96%

Chart 1 – Age of respondents.

The chart indicates that 96% of respondents fall within the 18-24 age group, while only 4% are
in the 25-34 age group. This suggests that the majority of the sample population is composed of
young adults.

31%

MALE
FEMALE

69%

Chart 2 - Gender of respondents.

This data indicates that the majority of respondents were male, comprising 69% of the total,
while females made up the remaining 31%.
 Instagram

Facebook

Twitter

Youtube

Pinterest

Linkedin

Other

0 2 4 6 8 10 12 14 16 18
Chart 3 - The bar graph displays the popularity of various social media platforms among
the respondents.

Instagram, YouTube, LinkedIn, Facebook, and Pinterest are the most popular visual platforms
among respondents, with Instagram being the most popular with 17 users, followed by YouTube
with 15 users. Facebook and Pinterest are moderately used with 5 and 4 users, respectively.
Twitter is less popular with 3 users. LinkedIn is crucial for professional or industry-specific
engagement.

Daily Weekly Monthly Rarely Never

11%

11%

47%
16%

16%

Chart 4 - The pie chart shows how frequently respondents interact with brands on social
media.

Almost half of the respondents engage with brands daily, showing that social media is an
important platform for consistent brand interactions. The combined total of daily, weekly, and
monthly interactions (79%) suggests that social media plays a significant role in how
respondents engage with brands, while a small minority rarely or never interact.
 Informative posts (blogs, articles)

Promotional offers and discounts

User-generated content (reviews,

testimonials)
Interactive content (quizzes,
polls, games)

Behind-the-scenes content

Product launches and

announcements
0 2 4 6 8 10 12 14 16
Chart 5 - The bar graph shows respondents' preferences for the types of brand content
they prefer to see on social media.

The majority of respondents prefer promotional offers and discounts, product launches,
informative posts, user-generated content, behind-the-scenes content, and interactive content.
These types of content are highly favored by 14 respondents, 12 respondents, 10 respondents, 8
respondents, and 6 respondents respectively. The value of social proof is also emphasized by 8
respondents.

Brand values align with mine

Quality of content

Exclusive offers and discounts

Personal recommendations

Engaging interactions
(comments, replies)

Influencer endorsements

0 2 4 6 8 10 12 14

Chart 6 - The bar graph shows different factors that motivate users to follow a brand on
social media are represented.

This indicates that "Quality of content" and "Exclusive offers and discounts" are the top
motivating factors, each with 12 respondents, while "Engaging interactions" and "Influencer
endorsements" are the least motivating, each with 7 respondents.
 Frequently Occasionally Rarely Never

11%
16%
11%

63%

Chart 7 – The pie chart shows the frequency of user engagement with a brand's content
(e.g., liking, commenting, or sharing).

The majority of respondents (63%) engage with a brand's content occasionally, while only 16%
engage frequently. A smaller portion of respondents rarely (10%) or never (11%) engage with
the content.

Quick responses to messages/ comments

Creative content

Transparency about products/services

Community engagement

Ethical business practices

Consistency in posting

0 2 4 6 8 10 12 14 16

Chart 8 - The bar graph shows the frequency of responses for each factor that contributes
to a positive brand perception on social media.

Transparency about products/services is a top contributor to positive brand perception on social

media, with Community engagement and Creative content also playing significant roles. Quick
responses to messages/comments and Ethical business practices are moderately important, while
Consistency in posting is the least impactful.
 16%

Yes
No

84%

Chart 9 - The pie chart shows whether respondents have ever changed their perception of a
brand based on the brand's social media content.

The majority of respondents, 84%, have altered their perception of a brand due to social media
content, indicating that brands' posts significantly influence their perception. However, 16% of
respondents have not, suggesting a smaller audience that may not be as affected.

5%

Strongly affects
Somewhat affects
47% Neutral
Doesn’t affect
47% Negative impact

Chart 10 - The pie chart illustrates how much influencer endorsements affect respondents'
opinions of a brand.

The majority of respondents (47%) are neutral, meaning influencer endorsements do not
significantly influence their brand opinion. Nearly half (48%) feel that influencer endorsements
somewhat affect their opinion, while 5% report that influencer endorsements do not affect their
opinion at all.
 Yes No Sometimes

37%

53%

11%

Chart 11 – The pie chart shows weather the respondents prefer seeing user-generated
content (reviews, testimonials) over branded content

53% of respondents prefer user-generated content like reviews and testimonials over branded
content. About 37% of respondents are a bit more selective, and sometimes prefer user-generated
content, while only 10% prefer branded content.

Very likely Somewhat likely Neutral

Unlikely Very unlikely

5%
11%

42%

42%

Chart 12 – The pie chart shows how likely respondents recommend a brand they follow on
social media to others.

The survey reveals that 42% of respondents are highly likely to recommend a brand they follow
on social media, while 42% are somewhat likely. A neutral 11% of respondents are neutral,
while 5% are unlikely to recommend a brand, and 0% are very unlikely to recommend a brand.
This indicates that social media is a powerful tool for brands to build customer loyalty and
advocacy.
Fitspire’s Social Media (June – August 2024)

The above picture comparison of Facebook and Instagram followers based on age and gender.
Both platforms have a higher percentage of male followers, with Facebook having a slightly
higher male dominance compared to Instagram. The age distribution shows that younger age
groups (18-34) are more prevalent on both platforms.

The image shows Fitspire's social media performance analytics dashboard with key metrics and a
line graph. The line graph shows the reach over time from June to August, with peaks around
mid-July and fluctuations throughout the period. This dashboard provides a comprehensive view
of social media performance, highlighting areas of growth and decline.
The above image shows a digital content planner for scheduling social media posts on Instagram
and Facebook. It features a calendar view with dates and times, icons, and numbers for scheduled
posts. The planner helps organize and manage content effectively, ensuring regular engagement
with the audience. It allows filtering by type and platform, goals, drafts, and tracking progress
towards engagement goals.

Pinterest is a visually appealing platform that is perfect for showcasing Fitspire's health and
wellness products. By creating personalized pins for each product, Fitspire engages users and
acts as a discovery tool, helping them find relevant products based on their interests. This
approach enhances Fitspire's digital presence and aligns with the brand's goal of reaching a
health-conscious audience.
This August report of Fitspire is a detailed spreadsheet tracking social media activities and
product deliveries. It includes various types of content posted (like reels and posts) along with
their dates, customer interactions, and product deliveries. The highlighted section summarizes
the total product counts, providing a clear overview and outcomes for the month.
 CHAPTER 5
FINDINGS AND CONCLUSION
1. Demographics and Social Media Usage:

 A majority (96%) of respondents were aged between 18-24, suggesting that

Fitspire's digital marketing strategies should focus on younger adults who are the
most active on social media.
 69% of respondents were male, which indicates a gender disparity in engagement,
suggesting that Fitspire may need to develop more targeted content for female
audiences.

2. Platform Preferences:

 Instagram is the top choice among social media platforms, followed by YouTube.
This highlights Instagram as the primary platform for Fitspire’s future campaigns,
while YouTube is valuable for educational and long-form content.
 Pinterest and Facebook garnered moderate attention, while Twitter was the least
used. Pinterest’s visual appeal for showcasing health products is particularly
noteworthy for Fitspire.

3. Brand Interaction and Content Preferences:

 A significant 79% of respondents engage with brands daily, weekly, or monthly,

indicating that social media is an important medium to foster consistent
interaction.
 The most preferred types of content were promotional offers, product launches,
and informative posts, suggesting that brand should continue to focus on value-
driven content like discounts and educational material to maintain engagement.

4. Motivations to Follow Brands:

 The top motivations for following brands were Quality of content and Exclusive
offers and discounts. Brands should prioritize maintaining high-quality, visually
appealing content, along with regular promotions, to retain followers.

5. Brand Perception and Influencer Impact:

 84% of respondents have changed their perception of a brand based on social

media content. Influencer endorsements have a neutral to somewhat positive
effect on most respondents.
 Influencers can have a significant impact, but it's important to remember that their
effectiveness can vary depending on the situation. Fitspire should balance
influencer marketing with authentic, user-generated content.

6. User-Generated Content:
  More than half (53%) of respondents prefer user-generated content, such as
reviews and testimonials, over branded content. This emphasizes the significance
of using social proof to establish trust and credibility with the audience.

Conclusion

The study results clearly demonstrate that social media is a crucial factor in improving brand
visibility. A significant portion of the respondents (96%) belong to the 18-24 age group,
indicating that younger audiences are highly engaged on social media platforms like Instagram
and YouTube. Among these, Instagram stands out as the most effective platform for enhancing
visibility, followed by YouTube. This frequent engagement, occurring daily or weekly,
emphasizes the vital role of social media in keeping brands visible and relevant in the digital
space.

The findings suggest that promotional content, product launches, and user-generated content are
highly favored by respondents, highlighting the need for brands to focus on delivering value
through these specific types of posts. Additionally, quality content and exclusive offers were
identified as key motivators for following brands, which underscores the importance of
maintaining high-quality engagement strategies to attract and retain followers.

In summary, the study confirms that social media is a powerful tool for brands to increase
visibility, drive engagement, and build lasting relationships with customers. Platforms like
Instagram and YouTube have proven to be especially effective in reaching younger audiences,
who are most engaged with visually compelling and interactive content. Brands should prioritize
delivering high-quality content, leveraging user-generated content to build trust, and providing
exclusive offers to maintain customer interest. Furthermore, the significant influence of social
media on brand perception and advocacy highlights the need for a consistent, authentic digital
presence. By fostering trust and creating meaningful interactions with their audience, brands can
not only enhance their visibility but also cultivate loyal advocates who are more likely to
recommend them to others.

In conclusion, the findings suggest that by focusing on these key strategies—quality content,
user engagement, and social proof—brands can successfully enhance their digital presence and
solidify their position in an increasingly competitive market.
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Annexure

Brand Perception and Engagement Survey

I'm conducting a short survey to understand your perception and engagement with brands on social
media. Your feedback will help me improve a brand's online presence and deliver better experiences. This
survey will take only 5 minutes. Thank you for your time!

Demographics

1. Age:
o Under 18
o 18-24
o 25-34
o 35 or above

2. Gender:
o Male
o Female
o Non-binary
o Prefer not to say

3. Which social media platforms do you use regularly? (Select all that apply):
o Instagram
o Facebook
o Twitter (X)
o LinkedIn
o Pinterest
o YouTube
o TikTok
o Others (please specify):

4. How often do you interact with brands on social media?

o Daily
o Weekly
o Monthly
o Rarely
o Never

5. What type of brand content do you prefer to see on social media? (Select all that apply):
o Informative posts (blogs, articles)
o Promotional offers and discounts
o User-generated content (reviews, testimonials)
o Interactive content (quizzes, polls, games)
o Behind-the-scenes content
 o Product launches and announcements
o Others (please specify):

6. What motivates you to follow a brand on social media? (Select all that apply):
o Brand values align with mine
o Quality of content
o Exclusive offers and discounts
o Personal recommendations
o Engaging interactions (comments, replies)
o Influencer endorsements
o Others (please specify):

7. How often do you engage with a brand’s content (like, comment, share)?
o Frequently
o Occasionally
o Rarely
o Never

8. What factors contribute to a positive brand perception on social media? (Select all that apply):
o Quick responses to messages/comments
o Creative content
o Transparency about products/services
o Community engagement
o Ethical business practices
o Consistency in posting
o Others (please specify):

9. Have you ever changed your perception of a brand based on their social media content?
o Yes
o No

10. How much does influencer endorsement affect your opinion of a brand?
o Strongly affects
o Somewhat affects
o Neutral
o Doesn’t affect
o Negative impact

11. Do you prefer seeing user-generated content (reviews, testimonials) over branded content?
o Yes
o No
o Sometimes

12. How likely are you to recommend a brand you follow on social media to others?
o Very likely
o Somewhat likely
o Neutral
o Unlikely
 o Very unlikely

Plagiarism Report