AMITY SCHOOL OF COMMUNICATION DISSERTATION IMPACT OF SOCIAL MEDIA MARKETING ON THE BUYING BEHAVIOUR OF CONSUMERS. SUBMITTED TO: SUBMITTED BY PDF

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AMITY UNIVERSITY AMITY SCHOOL OF COMMUNICATION DISSERTATION IMPACT OF SOCIAL MEDIA MARKETING ON THE BUYING BEHAVIOUR OF CONSUMERS. SUBMITTED TO: SUBMITTED BY: Mr. Rubaid Ashfaq Shruti Bansal Professor MA(PR&EM),2018-20 ASCO E.no: A2034218004 1 DECLARATION I, Shruti Bansal, a student of MA (PR&am...

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AMITY UNIVERSITY AMITY SCHOOL OF COMMUNICATION

DISSERTATION IMPACT OF SOCIAL MEDIA MARKETING ON THE BUYING BEHAVIOUR OF CONSUMERS.

SUBMITTED TO:

SUBMITTED BY:

Mr. Rubaid Ashfaq Professor ASCO

Shruti Bansal MA(PR&EM),2018-20 E.no: A2034218004

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DECLARATION I, Shruti Bansal, a student of MA (PR&EM), enrollment no – A2034218004, batch (2018 2020), at Amity School of Communication, Amity University, Noida, have undertaken research (Course code- JMC604). I reaffirm that the dissertation submitted by me is an original piece of writing and expression, and nothing has been lifted or copied from anywhere. The project has not been produced elsewhere to the best of my knowledge and belief.

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FACULTY CERTIFICATE This is to certify that this dissertation project, on “IMPACT OF SOCIAL MEDIA MARKETING ON THE BUYING BEHAVIOUR OF CONSUMERS” has been completed by ‘Shruti Bansal, a student of MA (PR&EM), ASCO, Amity University, enrolled for the batch 2018- 2020, under the guidance of Mr. Rubaid Ashfaq.

Date:

(Signature)

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Acknowledgment This Project work has been carried out to meet the academic research. I would like to put on record, my appreciation and gratitude to all who have rendered their support and input. Without them, it would not have been possible for me to shape this study. I would like to thank Mr. Rubaid Ashfaq, Assistant Professor, Amity School of Communication, Amity University, Noida, and Uttar Pradesh for his unending encouragement. His classes on Research methodology gave me lot of insight into carrying out research. More, I would also like to thank his for having trust and confidence in me. She provided the most valuable information on page setting and logical arrangement of my project. His last-minute suggestions proved very useful in completing my study in time and I would like to convey my earnest thanks to his. I owe my deepest gratitude to the children and people how gave me the facts and support during my study period. I will always remain indebted to them for all the good opportunities they provided to me in shaping my study. Finally, I would like to thank my parents and all my family members. I whole heartedly thank them all for sending me abundant love, encouragement and support all the way from home from their hearts. I dedicate all my success to each one of them.

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Table of Content S. No.

Topic

Page No.

1

Introduction of the Topic

7-14

2

Objectives & Limitations

15

3

Hypothesis of the study

16

4

Significance of the study

17

5

Review of Literature

18

6

Research Methodology

19-22

7

Data Analysis & Interpretation

23-33

8

Major Findings & Conclusion

33-34

9

Bibliography

35

10

Appendix

36-37

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Abstract The pilot study explains a deeper understanding of the effectiveness of social media platforms on different parameters of consumer buying behavior. It estimated and analyzed the impact of social media marketing on consumers buying behavior. The objective of the study was to show the Impact of social media on the consumer’s purchasing behavior and to analyze the change in consumer’s purchasing behavior with different tools of social media marketing. This pilot study tries to explore the major impact of homosexuality on public or residents of India. The study focused to determine the factors affecting the consumer preference and behavior in the Indian market. This study majorly focused on the women and the data is collected from 70 women both working and non- working women. The paper comprehensively presents various facts and figures in the form of secondary data and primary data depicting the real impact of social media marketing on the consumer buying behavior of all age group. So, from this study we can conclude that Social media marketing has negative and positive impact on the buying behavior of consumers. 60% respondents agree that the feedback/ reviews available on social media affect their purchase. In this research it has been observed that 84.3% respondents think social media makes their buying decision making easier. 58.2% respondents think searching for information related to products/ services is easier via social media compared to mainstream media, 47.1% respondents sometimes rely on information available on social media if they have any kind of uncertainties regarding a purchase.

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CHAPTER-1 Introduction of the Topic Social Media Marketing is a process which uses social media platforms to promote the products & services with a purpose to increase the sale & reach out to the prospects & consumers. With the advent of technology & internet- based services, social media marketing has become a need of an hour in today’s world. Nowadays, each and every industry & businesses has their social media presence through which they reach out to the prospects and convert them into their customers. Social media marketing is the way toward making content that you have customized to the setting of every individual web-based life stage to drive client commitment and sharing. Business also use analytics tool such as Social Media Analytics to analyze the reach, engagement & behavior of the customers. With this, businesses can also analyze the geographic location of the user. In the whole, Social Media Marketing inculcates 5 pillars: • • • • •

Strategizing Planning & Publishing Listening & Engagement Analytics & Reporting Advertising

With the pace of Technology, Social Media platforms are rapidly evolving, thus providing a platform to both the businesses & the customers. Nowadays, Content & Relevancy are the key to every success. Consumer’s buying behavior patter & decision-making process is highly influenced by the impact of social media platforms. Social media platforms help to create an impact on the mind of the consumers with creating a brand awareness. Nowadays, Social media has become a necessity to everyone, especially to millennials. They are increasingly drifting towards the use of online tools like Facebook, Instagram, Pinterest, Blogs, etc. It has proven to be an attractive way to win the customers. It has led to a rise in the usage of social media marketing due to its high influence on consumers of different geographic & demographics. This can embrace various attractive deals, limited time offers, rewards, and so forth., Information about the products or services and its generation procedure can be imparted to prospects/customers who feel progressively engaged with their respective desired 7

product/services. Businesses utilize the social media platform to attract the customers by posting about the features, benefits, USP & usage of the products or services. Social Media Marketing provides a platform to the users and customers to voice their sentiment in an open discussion where their voice can be heard by other similarly invested people. By structure quality in numbers, shoppers can express what is on their mind to rumored associations and brands, and power them to change their item using online networking outlets like Facebook, Twitter, Google+ and Instagram. There are some Social Media Platforms those are very beneficial to the marketers as: • • • • • • • •

Facebook Instagram Youtube Pinterest Snapchat Google+ LinkedIn Twitter

Even though the terms e-promoting and advanced showcasing are as yet overwhelming in the scholarly world, online life advertising is ending up increasingly famous for the specialists and analysts. Web-based social networking advertising is the way toward picking up site traffic or consideration through online life destinations. On an average, thousands of photos are uploaded and posted on Facebook & Instagram, lacs of tweets are sent, millions of queries are made & hundreds of videos are shared, uploaded and downloaded. With the advent of Internet and social media platforms, many products and services are sold on online platforms. One of the most important features of Social Media Marketing that helps the consumers to decide and influence their buying decision is it allow customers to give feedbacks and share the suggestions with other people. This is only one of the numerous way’s buyers have found for making their voices heard. Brands have also understood the potential that lies in utilizing social media platforms for promoting their goods and services. Some industries have also used social media platforms as one of their primary advertising devices.

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BENEFITS OF SOCIAL MEDIA MARKETING From the point of view of the customer, these are likewise important attributes of online life. Prior to this, individuals even go to a store or examine an organization's site, they can figure out the brand and its picture from their online networking outlets.

Brands Become Familiar While brand recognition is commonly an objective of most showcasing endeavours, it is additionally significant from the point of view of the buyer. Internet based life fills in as a road for shoppers to more readily comprehend a brand, its strategies and its qualities. As opposed to attempting to find out about organizations from their formal sites and conventional ads, online networking channels fill in as a road for organizations to create trust with their potential clients. While this is extraordinary for advertisers, it is a two-route road, as purchasers often like to get a feel for an organization before, they trust it enough to make a purchase.

Better Targeting Online networking enables brands to all the more likely contact the people that they wish to buy their items. For buyers, this implies seeing less publicizing that is unessential and doesn't relate to them. Different strategies for promoting, for example, TV, boards and email showcasing are less focused on and frequently arrive at uninterested portions of the market. Then again, web-based life is an approach to precisely address individuals that would really have enthusiasm for a brand's items. For example, on the off chance that you were an organization showcasing Xtrema fired cookware, you could develop an online life crusade that arrives at a particular — and intrigued — section of the market. This kind of exactness in online life advertising endeavours implies that portions of the populace that wouldn't be keen on a specific thing won't be spammed with promotions for it. This implies less insignificant commercials stopping up your online networking encourages and a simpler time finding out about items that may intrigue you.

Shift in Power From an advertising point of view, the development of online networking implies a move in power away from brands and toward buyers. Never again are commercials a single direction, business-to-client commitment. 9

Social Fresh alluded to internet based life as an open discussion in which shoppers can cooperate with brands and each other. This discussion considers brands responsible for their items and administrations as grievances are not longer basically submitted in private letters and messages. In the event that a brand offers low quality to its clients, they are presently ready to unite as one and make a devastating web based life kickback. Web-based social networking is a power that puts the focus on organizations and their activities. The manners by which they go about business, their quality and regard for moral obligations are being been altogether set on a huge, social stage for investigation. For customers, web-based life is making progressively responsible and reliable brands.

CONSUMER BEHAVIOUR Consumer behavior is the study of how individual prospects & organizations purchase, use, and arrange thoughts, merchandise, and administrations to fulfill their needs and demands. It alludes to the activities of the buyers in the commercial center and the hidden thought processes in those activities. Basically, it is a study about how individuals make decisions and what all are the driving forces behind it. Advertisers expect that by understanding what makes the customers purchase specific merchandise and ventures, they will have the option to decide—which items are required in the commercial center, which are out of date, and how best to show the products to the shoppers. As per Belch and Belch, at whatever point need emerges; Customers scan for a few data which would help them in his buy. Following are the sources of information: ▪ ▪ ▪ ▪

Personal Sources Commercial Sources Public Sources Personal Experience

Perception also plays an important role in influencing the buying decision of consumers.

Factors that affect the Consumer Behavior There are some factors those highly affect the choice and the behavior of the consumers and are as: • • • • •

Personal Marketing Cultural Psychological Social

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In today’s world, one of the most common & prominent factors that influences the decision making and buying behavior of consumers is Social Media. Social Media allows the customers to give their feedback & recommendations on various platforms like Instagram, Facebook, online portals, YouTube, etc. Customers can post their recommendations and views in the context of products and services. Recommendations and comments totally depend on the satisfaction level of the customers. If the customer is highly satisfied with the products or services, he/she will post a positive comment on the social media that will further influence the buying behavior of the prospects & consumers in a positive way, but if there are more of the negative reviews & comments about the products or services, it will totally hamper the brands image. Earlier, several factors were the most prominent factors those were impacting the buying behavior of consumers but now it has totally been taken over by the social media platforms.

Brand-consumer relationship There has additionally been an emotional move in the connection between a brand and a customer. Web-based social networking has removed power and control from the hands of huge partnerships and popular brands and has placed it in the hands of the buyers. Understanding this, numerous CEOs and other top-level officials of enormous name brands have taken to Facebook and Twitter to connect legitimately with the clients who may purchase their items. Using social media platforms, organizations can outline their advertising procedures relying upon what the shoppers feel. Organizations are posting inquiries and requesting that purchasers share their perspectives on another item, review the products & services and rate them that further helps to attract the customers and has a very great influence over the buying behaviour of the consumers. Organizations are adhering to content via web-based networking media, yet additionally making intriguing webcasts and recordings to advance thoughts for new items and crusades. This procedure makes the customers feel progressively engaged with the advertising procedure and the way that they have given some contribution to the procedure makes them trust the brand more.

Consumer interaction through social media Social Media plays a very intrinsic role as it is the only platform where consumers can exchange their thoughts and ideas without meeting in real- time. An ever-increasing number of purchasers have begun interfacing with one another over sites like Facebook, Twitter, Pinterest. This gives the business more statistical view, and a chance to comprehend their purchasers, their requirements and their disappointment.

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Organizations can acquire understanding on improving their item by spotting miserable clients right off the bat and making strides in like manner. Guaranteeing that shoppers feel important can enable organizations to remain two stages in front of their rivals in this consistently evolving business sector. Online networking has radically changed the promoting game for organizations. The sooner organizations understand the significance of internet-based life and the job it plays in promoting, the sooner they can begin receiving the unlimited benefits it offers. Social Media Marketing has become a necessity of today’s world as it is one of the most prominent tools for companies to reach out to their prospects & consumers. With the advent of Technology, Social media marketing has become the only medium which a the wider reach; worldwide. Most of the organizations & industries are totally relying on it to achieve their individual objectives. Social Media is the platform that can help to build the brand image of any industry. Alongside, it can also hamper then image of the organizations because of the negative publicities, reviews, feedback & ratings. To overcome the negative impact, organizations are majorly enrolling themselves to build their good online reputation.

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HISTORICAL PERSPECTIVE The development of online life has made a requirement for stages to advance with customers’ requests for something new and engaging. Throughout the years there have been numerous systems that have been delayed actualizing changes or unfit to adjust their foundation to requests of customers. Before the existence of social media platforms, netizens during the 1970s and 1980s invested a large portion of their energy in informal communities like dating locales and online gatherings. Six Degrees, LiveJournal, and Friendster were the most punctual type of social medias. The website air pocket of 1995 – 2002 was a basic occasion that enabled the web to turn into a suitable showcasing instrument. It started with pursuit promoting, inciting brands to make sites to set up an online nearness. As Google, Yahoo and MSN's web search tools advanced, organizations went to SEO methodologies to stay at the highest point of query items. . In 2003 – 2004, the landing web-based social networking locales like Facebook, LinkedIn and My Space starts the move of web clients from multiplayer web-based games into long range informal communication destinations. In the long run, organizations got on the beneficial outcomes of a web-based life webpage nearness on online business and began making their very own profiles on the prominent systems administration locales. These days, over 90% of businesses use online networking as a feature of their promoting techniques, and effective organizations use web-based life advertising for marking, lead age, client maintenance, research and web based business. 83% of clients who post objections on a brand's social site like Twitter and get an answer express that they are fulfilled. This helped organizations hold a greater amount of their clients, coming about to expanded existing client exchanges. By 2006, Facebook and Twitter both wound up accessible to clients all through the world. These destinations stay probably the most famous interpersonal organizations on the Internet. Different locales like Tumblr, Spotify, Foursquare and Pinterest started springing up to fill explicit long-range interpersonal communication specialties. Today, there is an enormous assortment of long-range interpersonal communication platfroms, and a large number of them can be connected to permit cross-posting. This makes a situation where clients can arrive at the most extreme number of individuals without giving up the closeness of individual to-individual correspondence.

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Overview of Impact of Social Media Marketing on the businesses in India Social networking websites unite individuals to communicate with each other and construct connections. When organizations join these channels, buyers communicate with them getting a progressively close to home touch because of...