“A study of IMPACT OF SOCIAL MEDIA MARKETING ON

PERFORMANCE OF MICRO AND SMALL BUSINESSES”

DISSERTATION SUBMITTED TO THE

D.Y. PATIL UNIVERSITY SCHOOL OF MANAGEMENT
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE AWARD OF THE DEGREE OF
BACHELORS OF BUSINESS ADMINISTRATION

Submitted By:
Tanishq Dixit
Roll no. BBA017049

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 DECLARATION

I hereby declare that the dissertation “A study of IMPACT OF SOCIAL MEDIA

MARKETING ON PERFORMANCE OF MICRO AND SMALL BUSINESSES” submitted for
Full time BBA Degree at D.Y. Patil University’s School of Management is my
original work and the dissertation has not formed the basis for the award of any
degree, associate ship, fellowship or any other similar titles.

SIGNATURE OF THE STUDENT

PLACE: Mumbai

Date:

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 IMPACT OF
SOCIAL MEDIA MARKETING
ON
PERFORMANCE OF MICRO AND
SMALL BUSINESSES

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 CERTIFICATE

This is to certify that the dissertation entitled “A study of IMPACT OF SOCIAL MEDIA
MARKETING ON PERFORMANCE OF MICRO AND SMALL BUSINESSES” is the
bonafide research work carried out by Mr Tanishq Dixit, student of Full time BBA, at
D.Y. Patil University’s School of Management during the year 2017-2020 , in partial
fulfilment of the requirements for the award of the Degree of Bachelors in Business
Management and that the dissertation has not formed the basis for the award
previously of any degree, diploma, associate ship, fellowship or any other similar
title.

222 Dr. R. Gopal

Assistant Professor Director & HOD

D.Y.Patil University D.Y.Patil University

School of Management School of Management

Place: Mumbai

Date:

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 Acknowledgment

I express my sincere thanks to my project guide, 222, Assistant professor, BBA

Department, D.Y.Patil School of Management for guiding me right from the
inception till the successful completion of the project. I sincerely acknowledge her
for extending their valuable guidance, support for literature, critical reviews of
project and the report and above all the moral support he/she/they had provided
to me with all stages of this project.

I would also like to thank the supporting staff BBA Department, D.Y.Patil School of
Management for their help and cooperation throughout our project.

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CONTENTS
Chapter Title Page No.
No.
Title I
Declaration II
Certificate IV

Acknowledgement V

List of Abbreviations VIII

Executive Summary X

Chapter I Introduction 1
1.1 Introduction to Micro and Small Business 1

1.2 Introduction to Social Media 6

1.3 Statistics of Social Media Use in India 12

1.4 Introduction to Concept of Social Consumer 17

Chapter REVIEW OF LITERATURE 21

II
2.2 Research Gap 43

Chapter OBJECTIVES AND RESEARCH 44

III METHODOLOGY
3.1 Purpose of the Study 44
3.2 Objective of the Study 44
3.3 Hypothesis 45

3.4 Methods of Data Collection 46

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 3.5 Research Instrument 47

3.6 Sample Description 47

3.7 Data Analysis 48

3.8 Limitations of the Research 48

Chapter SOCIAL MEDIA MARKETING 50

IV
4.1 Introduction 50

4.2 Rise in Social Media Marketing 51

4.3 Social Media Marketing for Small Businesses 53

Chapter V ENGAGEMENT METHODS

5.1 Introduction
5.2 Importance of Engagement Methods
5.3 Engagement Techniques of Social Media
Tools
Chapter VI DATA ANALYSIS AND FINDINGS
Chapter CONCLUSION
VII
Chapter SUGGESTIONS AND
VIII RECOMMENDATIONS

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LIST OF ABBREVIATIONS

ADS – Advertisements

B2B – Business To Business

B2C – Business To Consumer

CEO – Chief Executive Officer

CRM – Customer Relation Management

eWoM – Electronic Word Of Mouth

FB – Face Book

IAMAI – Internet And Mobile Association Of India

IIM – Indian Institute Of Management

IMRB – Indian Media Research Bureau

IT – Information Technology

MBBS – Bachelor Of Medicine And Bachelor Of Surgery

MSE – Micro Small Enterprise

MSME – Micro Small Medium Enterprises

NSRCEL – N S Raghavan Centre For Entrepreneurial Learning

P & G – Procter And Gamble

RSS – Rich Site Summary

SEO – Search Engine Optimization

SERP – Search Engine Results Page

SM – Social Media
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 SMB – Small Medium Business

SMM – Social Media Marketing

SMO – Social Media Optimization


SMMW – Social Media Marketing World

TLD – Top Level Domain

UNICEF – United Nations Children Fund And Emergency Relief

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EXECUTIVE SUMMARY

The exploration write about, "Effect of Social Media Marketing on execution of

miniaturized scale and private companies" is to consider how Micro and Small
organizations can use social media to enter their business sectors, achieve their
clients and create connections in an individual and direct way that can sling their
image and raise their mindfulness as effectively as any extensive business. The
report likewise reveals the impact of social media on buyers' internet purchasing
choices.

Social media was a totally new thing four years prior, numerous individuals did
not comprehend what social media was and the impact it would have on all in our
lives. It was an energizing intuitive medium which all of a sudden surprised the
world to such a degree, that it progressed toward becoming something that no
business, little or expansive, nearby or worldwide, could bear to disregard. Today,
there are more than 1.28 billion dynamic clients on Facebook alone, right now the
world's most prominent social system. Twitter, LinkedIn, Google+ and different
other social media destinations have countless dynamic clients too .Social Media
has significance for normal web clients, yet business also. Social media alludes to
the methods for connections among individuals in which they make, share, or
potentially trade data and thoughts in virtual networks and systems. Customarily,
a private company would build up their connections by going from way to-way to
bring issues to light and develop their image. How quick they accomplish this
relies upon their financial plan and time accessible to their business. Customarily,
expansive organizations had the intensity of achieving their business sectors
through colossal promoting spending plan, which little organizations thought that
it was hard to battle the firm challenge from these extensive organizations. In the
present business condition, social media has turned into another promoting
apparatus that is accessible to all organizations, that immediately creates
associations with potential clients. Social media does not require tremendous
interests as far as cash or time.
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Social media is an apparatus which empowers independent ventures to achieve
an expansive and conceivably worldwide group of onlookers in a brief timeframe
with moderately little vitality. This has opened a totally different chance to the
manner in which an independent venture can create mindfulness about its
products, administrations and promoting exercises and ready to create
connections by conveying positive picture and exchange about a brand. Social
Media is an insurgency. Individual, expert, and business perspectives are
consolidated consistently, and in a flicker of an eye, it advances outrageous broad
entomb and intra correspondence and cooperation. Not at all like customary
media channels, which offer a single direction experience, social media depends
on a two-way intelligent experience between the buyer and the business. Social
Consumer, the term included the examination, is one who takes an interest in
social business, social shopping, and counsels with social media and social
systems when settling on acquiring choices. Shoppers communicate with
organizations or brands by means of social media, for getting limits or coupons,
perusing surveys as a major aspect of buying process as clients explore item data
before choosing to execute. Purchasers are happy to communicate with
organizations through social media for their advantage, and furthermore to
choose whether social media is the correct channel to use to get the esteem they
look for and can help make trust for the organization. That esteem could be as a
coupon or explicit data. Drawing in with an organization by means of social media
may result in a sentiment of connectedness for buyers an enthusiastic, impalpable
addition however the desire for closeness isn't what drives a large portion of
them. For most purchasers, social media is tied in with drawing in with loved ones
and getting to news and amusement not collaborating with brands. Organizations
are wagering that social media communications will cause expanded client
steadfastness.

Showcasing methodologies of different miniaturized scale and independent

companies are starting to incorporate social media as a profitable instrument to
associate with an immense pool of potential clients in ways that urge individuals
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to share data in a conversational way. Despite the fact that advertisers have
customarily centered the majority of their energies in guaranteeing the best
situation in the market. There is the likelihood that over the timeframe individuals
will begin to see social media destinations as the principle wellspring of all their
data and subsequently the best open door for smaller scale and small businesses
will unfurl here.

Social media advertising has turned out to be progressively normal with the
expanded prevalence of sites, for example, Twitter, Facebook, LinkedIn, and
YouTube. Social media promoting alludes to advertising done through social
media or social systems administration sites. While most organizations and
associations have their very own sites, it tends to be hard to achieve clients not
think about the association. Along these lines, numerous associations have
thought that it was valuable to build up a nearness on sites, for example,
Facebook, LinkedIn, and Twitter too. Social media advertising gives an ease
chance to organizations to achieve huge quantities of clients and increase brand
acknowledgment. Since social systems administration sites as of now have
expansive set up online networks, organizations and associations can pick up
introduction by just making their essence felt on these sites. Associations can
make custom social media profiles, at that point construct their very own
networks inside these destinations by including clients as companions or
devotees. Numerous organizations pull in clients by posting regular updates and
giving extraordinary ideas through their social media profile pages. While social
media advertising is an amazing web based showcasing instrument, it is
commonly used to enhance other promoting techniques as opposed to supplant
them. Since pretty much any organization or business and join a social systems
administration site, it very well may be hard to emerge from the group.
Consequently, most organizations still depend on Web promoting and site
improvement to create traffic to their sites. Social media advertising programs
normally focus on endeavors to make content that draws in consideration and
urges perusers to impart it to their social systems. A corporate message spreads
from client to client and apparently resounds in light of the fact that it seems to

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originate from a believed, outsider source, instead of the brand or organization
itself. Thus, this type of promoting is driven by listening in on others'
conversations, which means it results in earned media as opposed to paid media.

Thus the main objective of the study is:

*To identify the various types of business using Social Media for marketing

*To study the impact of Social Media on Business Performance

*To study the impact of various online promotional activities on the brand
visibility

*To study performance of micro and small businesses after inclusion of social
media marketing

The investigation in this manner endeavors to coordinate definitions and

implications of Marketing, miniaturized scale and private companies from
different diverse floods of contemporary research. A definite hypothetical
assessment of Social Media, social media apparatuses, social media advertising,
commitment methods of social media showcasing utilized by miniaturized scale
and private companies, business advantages of Social Media Marketing is then
endeavoured

Methods of Data Collection

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Essential information was gathered from smaller scale and independent
companies and clients by utilizing a polls intended to catch their discernment and
utilization of social media.

The report presents itemized investigation to portray different perspectives

identified with Social Media Marketing and its impact on organizations and
shoppers, in light of which certain discoveries and end on the examination point
are written down.

Online research polls were set up for the study, one for the private company and
other for the shopper. Survey was ordered with Multiple Choice shut finished
inquiries as they are perfect for ascertaining factual information and rates.
Further explicitly Closed-Ended Importance Questions, Likert Questions,
Dichotomous Questions, open finished inquiry to get clear data about the subject
were approached to gather information and accomplish the reason for study.

Limitations of the study

Utilization of online survey, is regularly speedier and less point by point. The
burdens of this strategy can be the avoidance of individuals who don't have a PC
or versatile and furthermore require web association. Likewise the legitimacy of
such overviews are faulty as individuals may be in a rush to finish it so probably
won't give exact reactions and may not be happy to share subtleties. Limitations
of time and assets were inescapable. Territory of concentrate for smaller scale
and private companies was confined to Mumbai to show signs of improvement
experiences of neighbourhood showcase. and further more every one of the
devices of social media commitment are not investigated.

Major Findings of the Study

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Social media in the present occasions, is the main action on the web, as larger
part of the respondents of the examination have been observed to utilize social
media for over 3 years and spend on a normal 4-5 hours on it daily. Individuals of
any age are not effectively utilizing social media. Respondents of the age
aggregate from 15 to 35 are the most dynamic while respondents above age
gather 45 are commonly not occupied with social media for purchasing choices as
they lean toward customary technique for shopping. Statistic subtleties can be
construed as the respondents of the age gather 15-35 lead the study, showing
that the more youthful age is investing more energy in social media locales as
they are signed in regularly. Dominant part of the respondents found that social
media is essential for their social life and they take part in it for the most part to
associate with family and companions, socializing and gathering the data.
Facebook is the most supported and prominent social systems administration site
of the respondents pursued by linkedin and twitter, in this manner data on these
social systems administration locales is by all accounts pertinent and of matter
important to them. Dominant part of the respondents barely got impacted by the
perspectives and audits of the family what's more, companions and furthermore
the outside source, this may show that the basic leadership is affected to the
degree of obtaining data. Respondents do discover the pertinence in the ad they
see on social media locales and furthermore click on them here and there
demonstrating they get pulled in towards the brand and need to gather data
about the equivalent however it may not change over into a buy. They discover
challenges, advancements, pictures, offers intriguing and like to take part, which
demonstrates that brand data do impact the respondents. To the extent the
shopping background is concerned, dominant part of the respondents who have
shopped online reacted decidedly and were happy with the general
understanding. The dimension of trust for shopping on the web is fabricating step
by step as dominant part respondents consented to have shopped at some point
or the other in the wake of tapping on the ad. Respondents are happy with the
after deals administration given by the organizations selling on the web and they
have once in a while tended to the complaint, which can be a stage towards trust
building and relationship the board for shopping on the web. In general, the
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components help to presume that the shoppers do get impacted by social media
showcasing to some degree for settling on buy choices.

Consciousness of social media is absolutely high among private companies; it has

turned into all the rage. As it was discovered that almost 70% of respondents
utilize social media for their business and to expand their perceivability. Be that as
it may, all the while, on the opposite side of the coin about 30% of the
respondents are still not utilizing social media and thus are passing up a colossal
chance to interface and draw in with potential clients. Private companies have
been slower to receive, for the most part since they feel social media isn't critical
for their sort of business. Numerous respondents see their clients base don't
utilize social systems or not appropriate for their kind of business. Truth be told,
this notion was reverberated by 30% of respondents in an ongoing study which
generally included merchants and producers. Lion's share of the respondents
discovered social media showcasing vital for their business and were sure about
its brilliant future possibilities, when requested their sentiments about social
media. It was discovered that greater part of smaller scale and private company
had done beginning speculation from zero up to 5 lakhs of spending plan to
participate in social media for business. The fundamental purpose behind social
media showcasing was to make a stage for featuring their image and make brand
mindfulness as it would be troublesome for the private venture to publicize their
item by other costly and paid mediums with restricted assets. The brand featuring
was done through different social media instruments like facebook, twitter,
pinterest, linkedin by utilizing different commitment strategies. Greater part have
reacted that they have not estimated the expansion in the income after the
consideration of social media as a promoting instrument, as there can be various
different components which affect the income age of organizations. Albeit social
media showcasing is a generally late idea in India, it has re-imagined the manner
in which organizations are executing promoting efforts. With the online medium
giving mass reach and minimal effort benefits, social media advertising is an
incredible asset for huge organizations as well as for little pioneering new
businesses. Organizations should imaginatively utilize social media showcasing

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and think of inventive battles to connect with clients and construct a fruitful
brand.

Future scope of the study

The present investigation is limited to Mumbai city, which gives a degree for
further examination to be directed in other metropolitan urban communities and
even other level I urban communities.

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CHAPTER I

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INTRODUCTION

Social media promoting is the most recent "buzz" in advertising. India is likely
among the principal advocates of social media promoting. Nowadays, the
authoritative reason has supplanted the social reason as organizations look to
connect with their group of onlookers through the online stages. Online nearness
is an unquestionable requirement for organizations today. Aside from an essential
site; customers searches for a blog, a Facebook page, shopping basket, e-
pamphlets, and so on 92% of miniaturized scale and private companies concur
that social media is a successful showcasing innovation instrument. They are
equitably part on the adequacy of social media for pulling in new clients and
drawing in existing clients. (e-Strategy Trends).

1.1 Introduction to Small Business

There are around 40 million entrepreneurs in India, out of which, around

500,000 have their essence on the web while there are 23 million miniaturized
scale and private companies in the US.

Medium and Small Enterprises Sector (MSEs) keep on being a dynamic

segment of the Indian economy. It is assessed that there are about 12.8
million units (more than 90 percent of all out modern units) in this area
utilizing almost 31 million individuals. This part contributes about 39 percent
of the absolute mechanical generation and records for around 33 percent of
the all out fares. This part has reliably enlisted a higher development rate than
whatever remains of the modern area. There are more than 6500 items going
from customary to cutting edge things, which are being produced by the little
undertakings in India. After farming, the MSEs segment gives the most
extreme chances to both independent work and occupations in the nation.

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The little ventures division in India holds extraordinary potential for further
development and development later on.

The Government of India has sanctioned the Micro, Small and Medium
Enterprises Development (MSMED) Act, 2006 as far as which the meaning of
miniaturized scale, little and medium ventures is as under:

a) Ventures occupied with the assembling or creation, handling or

conservation of merchandise as determined underneath
(i) A micro enterprise is an enterprise where investment in plant and
machinery does not exceed Rs. 25 lakh;
(ii) A small enterprise is an enterprise where the investment in plant and
machinery is more than Rs. 25 lakh but does not exceed Rs. 5 crore; and
(iii) A medium enterprise is an enterprise where the investment in plant
and machinery is more than Rs.5 crore but does not exceed Rs.10 crore.

b) Endeavors occupied with giving or rendering of administrations and whose

interest in hardware (unique expense barring area and building and
furniture, fittings and different things not straightforwardly identified with
the administration rendered or as might be advised under the MSMED Act,
2006 are indicated beneath.
(i) A micro enterprise is an enterprise where the investment in equipment
does not exceed Rs. 10 lakh;
(ii) A small enterprise is an enterprise where the investment in equipment
is more than Rs.10 lakh but does not exceed Rs. 2 crore
(iii) A medium enterprise is an enterprise where the investment in
equipment is more than Rs. 2 crore but does not exceed Rs. 5 crore.

In this manner these vast assortment of items and benefits, created and
rendered by smaller scale and little firms need to achieve the end shopper
by utilizing suitable promoting methodology picking different medias so
given us a chance to examine showcasing and advertising system.

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Types of Micro and Small Home-based businesses

A locally established business is an undertaking in which all or the greater

part of the work is performed at or from the proprietor administrator's
private home. Locally situated business is one of the quickest developing
areas in the economy. Basic organizations that are worked from home are
exchange organizations, where general regulatory assignments are done at
home, with work being finished at different destinations. Precedents
incorporate painters, handymen and circuit testers. Numerous
miniaturized scale organizations are family worked. Relatives will by and
large have responsibility for business and assume a noteworthy job in its
everyday tasks. Some openly recorded organizations and establishments
began from the modest beginnings of a family-worked business. Some
normal instances of privately-owned companies incorporate cake shops,
eateries, bistro, flower vendors, architects, photography, etc.
Self employed entities maintain their own business, and contract out their
opportunity to organizations and different associations as an
administration. Their privileges and commitments contrast from a worker
from numerous points of view. They claim our very own business and by
and large will most likely arrange charges and working courses of action. A
few instances of self employed entities are developers, food providers and
fitness coaches.

An establishment is a course of action whereby the originator of a business

item or working framework (franchisor) gives a forthcoming entrepreneur
(franchisee) the privilege to sell these items or potentially utilize the
business activities framework for the franchisor's sake. Some key small
scale business establishments incorporate natural pecking orders, cleaning
organizations establishments.

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E-organizations are organizations that use the web for business exercises,
promoting and exchanges. With the expansion in web use and prominence,
alongside moderately low start-up capital necessities, the rise of e-
organizations has seen an emotional increment in the previous decade.
Some e-organizations are exclusively web based, with all interchanges and
exchanges finished on the web. Different organizations utilize a site to help
the physical store and items, by giving item data on the web. Others
essentially utilize the web as a publicizing apparatus.

Marketing

The administration procedure through which products and enterprises

move from idea to the client. Advertising depends on pondering the
business as far as client needs and their fulfillment. Promoting contrasts
from selling in light of the fact that (in the expressions of Harvard Business
School's resigned educator of showcasing Theodore C. Levitt) "Selling
worries about the traps and strategies of getting individuals to trade their
money for your item. It isn't worried about the qualities that the trade is
about. Also, it doesn't, as showcasing perpetual does, see the whole
business process as comprising of a firmly coordinated exertion to find,
make, excite and fulfill client needs." at the end of the day, advertising has
less to do with getting clients to pay for your item as it does building up an
interest for that item and satisfying the client's needs.
The showcasing blend is a well-known advertising methodology apparatus,
which you will presumably know, was customarily constrained deeply 4Ps
of Product, Price, Place and Promotion The 4Ps were planned at once
where organizations sold items, as opposed to administrations and the job
of client administration in helping brand improvement wasn't so surely
understand. After some time, Booms and Pitner included three expanded
'administration blend P's': Participants, Physical proof and Processes, and
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later Participants was renamed People. Today, it's prescribed that the full
7Ps of the showcasing blend are viewed as while looking into focused
systems. Hence the representative uses proper showcasing blend for his
item or benefits and set up an advertising system utilizing different mixes
to connect the clients.

Marketing Strategy

An association's procedure that consolidates the majority of its showcasing

objectives into one complete arrangement. A decent advertising technique
ought to be drawn from statistical surveying and spotlight on the correct
item blend so as to accomplish the most extreme benefit potential and
continue the business. The advertising procedure is the establishment of a
showcasing plan. Life for advertisers used to be less complex. He simply
had a couple of TV channels, some radio stations, a bunch of best
magazines and a paper or two in each market. Achieving shoppers was
simple by creating a convincing message. Presently there are entire slew of
TV channels, a huge number of sites and a huge number of utilizations.
Promoting was never simple; however innovation has made it a ton harder.
What used to involve recognizing necessities and imparting benefits
presently requires to construct vivid encounters that connect with
purchasers which requires a consistent incorporation of a totally different
scope of abilities and capacities. There's to such an extent going on in the
showcasing field today, everyone is attempting to keep up. In the
meantime, every advertising proficient feels strain to be "dynamic" and
effectively coordinate rising "media" into their showcasing program.
Notwithstanding, most organizations can be enough caught by assessing
only three measurements: mindfulness, deals and backing (for example
client referral). This measurements can be accomplished through
conventional media alongside mix of new media called SOCIAL MEDIA.

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1.1 Social Media

The most ideal approach to characterize social media is to separate it. Media
is an instrument on correspondence, similar to a paper or a radio, so social
media would be a social instrument of correspondence. Normal or Traditional
media has a single direction road where you can peruse a paper or tune in to a
give an account of TV, yet you have extremely restricted capacity to give your
considerations on the matter.Social media, then again, is a two-way road that
enables you to impart as well. Social Media is the eventual fate of
correspondence, an endless exhibit of web based devices and stages that
expansion and upgrade the sharing of data. This new type of media makes the
exchange of content, photographs, sound, video, and data when all is said in
done progressively liquid among web clients. Social Media has importance for
standard web clients, yet business as well.Social media alludes to the methods
for cooperations among individuals in which they make, share, and
additionally trade data and thoughts in virtual networks and systems

Definitions of Social Media

1. Andreas Kaplan and Michael Haenlein define social media as "a group of
Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of user-
generated content."

2 Moreover, social media rely upon versatile and electronic innovations to

make exceedingly intuitive stages through which people and networks share,
co-make, examine, and alter client created content. They acquaint generous
and unavoidable changes with correspondence between associations,
networks, and people.
3 Social media contrast from customary or modern media from multiple
points of view, including quality, achieve, recurrence, ease of use, immediacy,
and changelessness.

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4. There are numerous impacts that come from web use. As indicated by
Nielsen, web clients keep on investing more energy with social media
destinations than some other sort of website.

Social Media Websites:

1. Social networking sites- Facebook, Google Plus, CafeMom, Gather, Fitsugar

2. Interact by adding friends, commenting on profiles, joining groups and

having discussions.

3. Micro-blogging sites- Twitter, Tumblr, Posterous

4. Publishing tools- WordPress, Blogger, Squarespace

5. Collaboration tools- Wikipedia, WikiTravel, WikiBooks

6. Rating/Review sites- Amazon ratings, Angie’s List

7. Photo sharing sites- Flikr, Instagram, Pinterest

8. Video sharing sites- YouTube, Vimeo, Viddler

9. Personal broadcasting tools- Blog Talk radio, Ustream, Livestream

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10. Virtual worlds- Second Life, World of Warcraft, Farmville

11. Location based services- Check-ins, Facebook Places, Foursquare, Yelp

12. Widgets- Profile badges, Like buttons

13. Social bookmarking and news aggregation- Digg, Delicious

14. Interact by voting for articles and commenting on them. Interact by tagging
websites and

Popular Social Media Tools and Platforms:

Blogs: A stage for easygoing discourse and talks on a particular

theme or assessment.

Facebook: The world’s largest social network, Users create a personal profile,
add other users as friends, and exchange messages, including status updates.
Brands create pages and Facebook users can “like” brands’ pages.

Twitter: A social networking/micro-blogging platform that allows groups and

individuals to stay connected through the exchange of short status messages
(140 character limit).

YouTube &Vimeo: Video hosting and watching websites.

Instagram: A free photo and video sharing app that allows users to apply digital
filters, frames and special effects to their photos and then share them on a
variety of social networking sites.

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Social Media and Small Businesses

Social Media Is Changing the Traditional methods of Presence. 

The conventional strategies of promoting utilizing print and electronic media

alongside Internet advertising and lead age were utilized to direct people to a
business and its site. As internet searcher calculations advance, site proprietors
need to remain on their toes to ensure their site is always refreshed with
pertinent and flow data to anticipate being debased in query items. Today, web
based life like, Facebook pages, Twitter records, and YouTube channels are
being viewed as locales in their very own entitlement to stamp the nearness.


Social Media Allows Businesses to Crowd-source Ideas

Before you dispatch another item or administration, one might want to have a
few thoughts regarding what individuals consider it. So by connecting with
prospects and clients through web-based social networking, one can really ask
the fans and supporters what hues they favor or what sorts of highlights they
need. In this way one can include customers in profitable free statistical
surveying, by asking their feelings and can help build up validity by appearing
their opinions matter. After seeing their ideas becoming a reality, business has
more than likely just increased their customer base

Social Media Allows to Keep An Eye On Competition

Organizations are changing showcasing techniques dependent on data they

find in social media bolsters from their rivals. By watching out for contenders,
their qualities and shortcomings can decide their promoting endeavors. This
assembled data actualizes things that may be expected to improve, for
example, social media battles, challenges, giveaways or sorts of substance the
supporters might react the most.

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Social Media Allows Business to Be More Transparent

The way toward taking a prospect to the point of turning into a client has
backed off to some degree because of buyers' mindfulness. Individuals need
to purchase from those organizations who have built up validity and who
appear to be absolutely straightforward in their promoting efforts. Social
media is changing people groups' conclusions of organizations. By giving
messages that are open, straightforward, and supportive, social groups of
onlookers will discover that your business thinks about its clients and
potential clients. One can position their organization as a profitable asset by
basically sharing data like counsel, tips, or simply responding to inquiries
concerning the business.

1.2 The Social India Statistics (Table)

India Leads Worldwide Social Networking Growth

Nation set to control biggest Facebook populace around the world. This year,
eMarketer gauges, 1.61 billion individuals will sign in to social systems
administration destinations at any rate month to month, from any electronic
gadget. That is a 14.2% addition on social organizer numbers from 2012, and
twofold digit development is relied upon to proceed for one more year. By
2017, 2.33 billion individuals will utilize social systems.

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Presently, the most astounding infiltration of social system clients as an offer
of complete populace happens in the Netherlands, where 63.5% of all
occupants are social system clients; Norway pursues only behind at 63.3%.
Greater parts of inhabitants in Sweden, South Korea, Denmark, the US,
Finland, Canada and the UK additionally utilize social systems administration
destinations month to month.

The quickest development in social system use is going on in less-created

markets, be that as it may. India, with the most astounding development this
year, will build client numbers by 37.4%, while Indonesia's numbers will climb
28.7% and Mexico will develop its social system client base by 21.1%.

Each of the three of those nations are additionally high-development regions

for Facebook, the world's biggest social system, which eMarketer appraisals
will achieve an overall month to month client base of 1.026 billion this year.
The US remains the single nation with the best number of Facebook clients, at
146.8 million this year, and India arrives in a far off second. Be that as it may,
with India's huge populace and high expected development rate, eMarketer
trusts it will build up the biggest Facebook populace of any nation on the
planet by 2016. (Since Facebook is prohibited in China, eMarketer expect
there are no clients of the social system in the nation.) Smaller scale, Small
and Medium undertakings (MSMEs) as talked about prior assume a key job in
the advancement of economies with their successful, proficient, adaptable
and spearheading enterprising soul. The Micro and Small Enterprises,
consequently can upgrade their social media promoting aptitudes to connect
the clients and accomplish better future prospects.

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1.3 The Concept of Social Consumer

Consumer
A shopper is an individual or gathering of individuals, for example, a family
unit, who are the last clients of items or administrations.

A person who purchases items or administrations for individual use and not
for assembling or resale. A customer is somebody who can settle on the
choice regardless of whether to buy a thing at the store, and somebody who
can be impacted by promoting and ads. Whenever somebody goes to a store
and buys a toy, shirt, refreshment, or whatever else, they are settling on that
choice as a customer.

Consumer Behaviour
Purchaser conduct is an assortment of procedures and ways that individuals
use to fulfill their needs and needs. They characterize the manner in which
individuals select the administrations and items they need and use for their
lives. It is the basic leadership procedure of purchasing.

Shopper conduct alludes to how, where or why an individual purchases an

item or administration or not to purchase that item. These practices can be
impacted by geology, conviction framework.

A shopper may not act in disengagement in the buy, yet rather might be
affected by any of a few people in different jobs. The quantity of individuals
engaged with the purchasing

choice increments with the dimension of association and multifaceted nature

of the purchasing choice conduct.

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Customer's purchaser conduct and the subsequent buy choice are firmly
affected by social, social, individual and mental attributes. A comprehension
of the impact of these elements is fundamental for advertisers so as to create
reasonable showcasing blends to engage the objective client.

Social variables incorporate a purchaser's way of life, subculture and social

class. These elements are regularly innate in our qualities and choice
procedures.

Social variables incorporate gatherings (reference gatherings, optimistic

gatherings and part gatherings), family, jobs and status. This clarifies the
outside impacts of others on our buy choices either straightforwardly or in a
roundabout way.

Individual elements incorporate such factors as age and lifecycle organize,

occupation, financial conditions, way of life (exercises, interests, suppositions
and socioeconomics), identity and self-idea. These may clarify why our
inclinations frequently change as our 'circumstance' changes.

Mental elements influencing our buy choice incorporate inspiration (Maslow's

chain of importance of requirements), discernment, learning, convictions and
dispositions.

Other individuals frequently impact a purchaser's buy choice. The advertiser

has to realize which individuals are associated with the purchasing choice and
what job every individual plays, so showcasing systems can likewise be gone
for these individuals. (Kotler et al, 1994).

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Social Consumer

Introduction

Twenty years back, on the off chance that one was disappointed with an
organization's item or business rehearses, at that point most likely they would
prevent purchasing from them. One may compose a furious letter, and even
advise their loved ones not to disparage that business.
Be that as it may, the diversion has changed with social media. While one irate
tweet may not have much effect, the web enables clients to discover and
interface with similarly invested gatherings. Minimum amount includes never
been progressively inside customers reach. Best case scenario, organizations
endeavor to be progressively responsive. Even under the least favorable
conditions, they currently live in dread of these pools of discontent.

And the game changer is social consumer

The Social Consumer alludes to a shopper that takes an interest in social

business, social shopping, and counsels with social media and social systems
when settling on buying choices. Social industrialism infers the incorporation
of the customer's social chart amid the customary shopping background.

The term was first presented by Pete Blackshaw, EVP of Digital Strategic
Services for the Nielsen Company at a Consumer 360 knowledge session in
June 2010. The idea of the Social Consumer was additionally created by Brian
Solis in his article The Dawn of the Social Consumer. Quick Company perceived
this rising statistic and social move before long. The Social Consumer was
additionally the focal point of an examination report by the Pivot Conference
titled Trends in Marketing to Social Consumers.

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During the traditional sales cycle, social consumer characteristics can include:
1. Incorporating geo-location applications (such as Foursquare) to check-in .

2. Utilizing Twitter and Facebook as entry points to purchase.

3. Purchasing through collective coupon sites like Groupon or LivingSocial.

4. Consulting with social networks for recommendations.

Thus the behavior aspect of Social Consumers are:

1. Consumes information and learns about breaking news through sites like
Twitter and Facebook

2. Learns about new products through social channels and networks.

3. Is wise to unsolicited promotions and trusts only relevant information

4. Desires a conversation with the brand rather than one way ad messages.

5. Expects brands to be active in the same social media sites he/she hangs out in.

6. Wants brands to listen, engage and respond quickly

This Social consumer can also be called as Iconsumer and he eats, sleeps and
lives with social media

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CHAPTER II

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REVIEW OF LITERATURE
What is Social Media?

1) Social media is the communication among individuals in which they make, offer
or trade data and thoughts in virtual networks and systems. Andreas Kaplan and
Michael Haenlein characterize social media as "a gathering of Internet-put
together applications that work with respect to the ideological and mechanical
establishments of Web 2.0, and that permit the creation and trade of client
produced content. Moreover, social media rely upon portable and electronic
innovations to make very intelligent stages through which people and networks
share, co-make, talk about, and change client produced content. They acquaint
considerable and inescapable changes with correspondence between
associations, networks, and people. Social media contrast from customary or
modern media from numerous points of view, including quality, achieve,
recurrence, ease of use, immediacy, and changelessness. There are numerous
impacts that come from web utilization. As indicated by Nielsen, web clients keep
on investing more energy with social media destinations than some other kind of
webpage. 2) Social media is the group of online interchanges channels committed
to network based information, connection, content-sharing and coordinated
effort. Sites and applications devoted to gatherings, microblogging, social systems
administration, social bookmarking, social curation, and wikis are among the
distinctive kinds of social media.

3) Social media extensively characterized comprises of any online stage or

channel for client produced content. By this definition, for instance, WordPress,
Sharepoint, and Lithium qualify as social media, as do YouTube, Facebook

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what's more, Twitter. Social media all the more barely characterized incorporates
channels for client produced content, as recognized from stages, which are
alluded to as social advancements. By this definition, for instance, YouTube,
Facebook, and Twitter are social media, and WordPress, Sharepoint and Lithium
are social innovations. Joe Cothrel – Lithium Technologies, Inc.

4) Social media is computerized substance and connection that is made by and

between individuals. Sam Decker – Mass Relevance

5) Social media is a move by they way we get our data. It used to be that we
would trust that the paper kid will toss our news on the doorstep (or into the
blooms) and we'd perused the paper, front to back, with our morning espresso
before getting down to business. Presently we get data, every minute of every
day and on the fly, from anyplace. In the more customary faculties, on the web,
on our telephones, and through the social stages. Social media enables us to
arrange, to discover individuals with like interests, and to meet individuals who
can move toward becoming companions or clients. It levels out the world and
gives us access to individuals we never would have had the capacity to meet
generally. Gini Dietrich – Arment Dietrich, Inc.

6) All the customary media print, communicate, seek, etc give stages to
conveyance of promotions close and around significant substance. Social media
are stages for association and connections, not substance and advertisements.
This is very like what Ted McConnell, General Manager-Interactive Marketing and
Innovation at Procter and Gamble Co. likes to state about social media. Bryan
Eisenberg – Author of Waiting for Your Cat to Bark (Affiliate interface)

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7) Markets have progressed toward becoming discussions. Social media are the
online stages and areas that give an approach to individuals to take an interest in
these discussions. For people it is an approach to associate and impart substance
to companions and similarly invested individuals. For organizations it's an
approach to take advantage of what individuals are stating about your image,
your item as well as your administration, take an interest in the discussions, be
available to new thoughts and afterward utilize these bits of knowledge to settle
on better business choices. Sally Falkow.

8) Social media is individuals' discussions and activities online that can be dug by
sponsors for experiences yet not constrained to go along promoting messages. It's
the new type of media that does not exist until it occurs and that can't be
purchased by publicists to convey their messages. Dr. Augustine Fou – Marketing
Science Consulting Group, Inc.

9) Social media is the instruments, administrations, and correspondence

encouraging association between friends with normal interests. Chris Garrett –
Chrisg.com

10) Social media are the online advances and practices that individuals use to
share content, assessments, bits of knowledge, encounters, points of view, and
media themselves. They are media for social collaboration. Howard Greenstein –
Social Media Club-NYC

11) Social media is a consistently developing and advancing accumulation of

online apparatuses and toys, stages and applications that empower we all to
connect with and share data. Progressively, it's both the connective tissue and
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neural net of the Web. Ann Handley – MarketingProfs, Author with C.C. Chapman
of Content Rules (Affiliate connect)

12) Social media is an impression of discussions happening each day, regardless of

whether at the store, a bar, the train, the watercooler or the play area. It just
considers those discussions to contact a more extensive gathering of people
because of advanced being a bull horn for scale Sarah Hofstetter – 360i

13) Social media is online content, pictures, recordings and connections, shared
among individuals and associations. Dave Kerpen – Likable Media

14) Social media isn't a certain something. It's five particular things:

 It's a key instrument for revealing business experiences.

 It's dealing with the influencers who are driving the discussion around your
image.

It's advertising that offers some benefit and transforms clients into evangelists.

 It's a basic segment client care.

 It's changing your association to meet the straightforwardness and mankind

clients currently expect of brands. Adam Kleinberg – Traction
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15) Social media is computerized, content-put together interchanges based with
respect to the cooperations empowered by a plenty of web advancements.
Rebecca Lieb, creator of The Truth About Search Engine Optimization (Affiliate
interface)

What is social media marketing?

Social media is a gathering of online stages and instruments that individuals use
to share content, profiles, assessments, bits of knowledge, encounters, points of
view and media itself, encouraging discussions and communications online
between gatherings of individuals.

Social Media is the stage/tools.Social Networking is the demonstration of

interfacing on social media stages.

Social Media Marketing is the manner by which organizations join the discussion
in a bona fide and straightforward approach to assemble connections. Doreen
Moran – Digital and Social Marketing Strategist

Social Media and its Role in Marketing

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(SisiraNeti, 2 July 2011) Social Media, today, is among the ‘best opportunities
available’ to a brand for connecting with prospective consumers. Social media is
the medium to socialize. These new media win the trust of consumers by
connecting with them at a deeper level. Social media marketing is the new mantra
for several brands since early last year. Marketers are taking note of many
different social media opportunities and beginning to implement new social
initiatives at a higher rate than ever before. Social media marketing and the
businesses that utilize it have become more sophisticated. One can afford to have
no presence on the social channels if the competitor is making waves with its
products and services. The explosion of social media phenomenon is as mind-
boggling as that and the pace at which it is growing is maddening. Global
companies have recognized social media marketing as a potential marketing
platform, utilized them with innovations to power their advertising campaign with
social media marketing. This paper discusses the concepts of social media and
social media marketing and other aspects like the growth and benefits, role and
relevance of social media in marketing, social media marketing strategies. It also
presents an overview of social media marketing in India.

The Implications of Facebook Marketing for

Organizations
(Walk 2013)With the hazardous prominence of Facebook as an internet based
life, there has not been much research that looks at Facebook advertising and its
suggestions for organizations. This paper speaks to an exploratory exertion into
this course and investigations existing Facebook promoting practices and devices,
their advantages, and concerns related with this kind of web based life
showcasing. Reasonable ramifications are proposed for associations utilizing
Facebook as a social showcasing device and regions for future research are
distinguished.

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The Complementary Roles of Traditional and Social Media in
Driving Marketing Performance
The media scene has significantly changed over the previous decade, with
customary media (e.g., papers, TV) presently enhanced by internet based life
(e.g., online journals, dialog gatherings). This new media scene isn't surely knew
as for (I) the joint effects of customary and web based life on showcasing
execution (e.g., deals), (ii) how these media types impact one another, and (iii)
the instruments through which they influence advertising results. These issues are
inspected with 14 months of day by day execution information and media
movement for a microfinance site. The creators locate that both conventional and
internet based life effectsly affect advertising execution, however a solitary unit
of web based life has an a lot littler impact than a solitary unit of customary
media. Be that as it may, on the grounds that online networking is made in bigger
volumes than conventional media, it sizeably affects execution (i.e., internet
based life is high-volume, low-edge, though customary media is low-volume, high-
edge). Further, web based life goes about as a specialist of data stream in a casual
system including conventional and internet based life outlets.

Social Media and its Impact on Consumers Behaviour

(ElisabetaIoanas, IvonaStoica, 2018) Technology enables shopper to examine
items to mark them and reprimand them in equivalent measure, and that's just
the beginning. Thusly numerous organizations today have pages on interpersonal
organizations to supplement the data held about items, held by the criticism of
customers about items and will in general relate more to an organization in the
wake of perusing different audits. The paper is identified with the effect of web-
based social networking on buyer conduct, in this way it has been made a
quantitative research. The example tallied 116 respondents and from the
measurable viewpoint, the ends were built up as far as the univariate and
bivariate examination. Following the investigation of the examination factors we
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can make a purchaser profile that utilizes interpersonal organizations. In like
manner, in the wake of doing the complex measurable investigation utilizing SPSS
and the examination offered by the online stage the host of survey, it very well
may be perceived the amount it is affected and the genuine effect of web-based
social networking reflected in the conduct changes.

The Influence of Social Networking Sites on Buying Behaviours

of Millennial
(Sharon S. Pate, Adams) Social media sites have become an important part of
Millennials lives. According to the Pew Research Center (2015, Millennials' are
living their lives on the internet. Social media can be linked to a positive
association providing instrumental value that assists consumers in making
decisions about what product to buy, when to buy, and where to buy (Weigand,
20014). With social media becoming a large portion of the promotion mix, it is
important to understand

Social Media as a Marketing Tool: A Literature

(Abu Bashar, Irshad Ahmad, Mohammad Wasiq. November 2012) in the present
innovation driven world, long range informal communication destinations have
turned into a road where retailers can stretch out their showcasing efforts to a
more extensive scope of buyers. Chi (2011, 46) characterizes online life
showcasing as an "association among brands and buyers, while offering an
individual channel and money for client focused systems administration and social
connection." The devices and methodologies for speaking with clients have
changed significantly with the rise of internet based life; along these lines,
organizations must figure out how to utilize web-based social networking in a way
that is steady with their field-tested strategy (Mangold and Faulds 2099). This is
particularly valid for organizations endeavoring to pick up an upper hand. This

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survey analyzes current writing that centers around a retailer's advancement and
utilization of web based life as an augmentation of their promoting procedure.
This marvel has just created inside the most recent decade, along these lines
online networking research has to a great extent concentrated on (1)
characterizing what it is through the clarification of new phrasing and ideas that
cosmetics its establishments, and (2) investigating the effect of an organization's
mix of internet based life on shopper conduct. This paper starts with a
clarification of phrasing that characterizes web based life showcasing, trailed by a
discourse of the four primary subjects found inside flow examine thinks about:
Virtual Brand Communities, Consumers Attitudes and Motives, User Generated
Content, and Viral Advertising.

An experimental examination of informal organization impact on customer

obtaining choice: The instance of Facebook

(Loredana Di Pietro, EleonoraPantano, July/September 2012)Social systems are

turning into a productive apparatus for IT-based business, by giving a few
administrations to

the two buyers and advertisers. The point of this paper is to explore to what
expand informal organizations, as Facebook, impact customer's acquiring choice
through a quantitative investigation, which coordinates a reexamined innovation
acknowledgment demonstrate. The discoveries affirm that happiness is a key
determinant of interpersonal organizations use as device for supporting the
buying choice. This examination moves past informal communities utilization to
factors identified with the Facebook-intervened promoting interchanges, by
giving noteworthy information on the heaviness of this channel for the
advancement of new direct showcasing techniques.

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The Rise Of Social Media Marketing
The ascent of online networking showcasing can be credited to the developing
notoriety of internet based life among the urban, technically knowledgeable
populace. As the quantity of individuals frequenting web journals, wikis, online
networks, and person to person communication destinations keeps on expanding,
organizations are embracing web based life to contact their customers and
advance their items and administrations. Web-based social networking is
reclassifying the manner in which organizations are executing showcasing efforts.
In this meeting with Mr. Suresh Babu, the author of Online Marketing Enthusiast
Community and a corporate web advertising coach who intently works with
NSRCEL at IIM Bangalore, an endeavor to pick up an understanding into web
based life showcasing in India and how this device can be viably utilized by a
business person or a market chief to advance and continue organizations over the
long haul. Different angles were secured with respect to web based life promoting
and the first was about:

Social Media Marketing Strategy

tejas@iimb asked that Social media promoting has been grasped by various
organizations including some enormous names like P&G and Intel which work in
various

business territories so does web based life showcasing work similarly well
independent of the sort and size of business state for B2C, B2B, SME and built up
brands?

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Suresh babu answered, Social media advertising was totally vital today. For a
greater organization it was simpler regarding perceivability and yet it may be
troublesome due to the distinctive arrangements and endorsement necessities
that they have. It was moderately less demanding for private ventures. Online life
showcasing has a few preferences for little associations. Since relatively few
individuals are doing it now, they can use the early mover advantage. A large
portion of the web based life destinations are free, so regarding venture, there
was not really any cost required with the exception of maybe for time. It isn't
extremely convoluted there is no should be a specialist developer. Internet based
life advertising has a few focal points for little associations.

To show with a model, a little flower vendor can take recordings of his clients
portraying their story behind the blossoms, post data and pictures online which
individuals like you and me can get to. Making this client produced content is the
thing that online life showcasing is about.

tejas@iimb asked, Social systems administration sites like Facebook and Twitter
have in excess of 250 million and 14 million enlisted clients separately. More than
346 million individuals read online journals while 184 million individuals are
dynamic bloggers themselves. With such a large number of online stages
accessible today, what might be the best methodology for somebody wandering
into the internet based life space for advertising? How can one choose which
online stage to begin with?

On which sureshbabu answered that, the online stage differs with the sort of
business. Since locales like Facebook have the most extreme clients, it generally
has a nearness on immensely famous destinations. Be that as it may, it is likewise
critical to be dynamic on these destinations.
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Explicit organizations like travel for example may pick their own verticals. They
may lean toward destinations which individuals visit simply because they are
enthusiastic about movement. So as to choose which stage to begin with, it is
basic that you initially comprehend where your potential group of onlookers is. In
the event that you see that there are a ton of exchanges about Bangalore or IIM
understudies on Twitter and this is the portion you need to market to, run with
Twitter. Same with websites. Recognize famous online journals important to your
administration or item and as needs be go up there.

Social Media Is Making a Big Impact on Small Business

(Shea Bennett, August 16, 2012)By Infographic we come to realize that 73 percent
of private companies are currently utilizing web based life. Besides, four fifths (81
percent) of these arrangement to additionally expand their social advertising
endeavors, and 62 percent of SMBs not right now utilizing these channels have
said that they intend to do as such in the following year. Facebook drives the way,
with 82 percent of social private companies using this stage, in front of YouTube
(73 percent), Twitter (47 percent) and LinkedIn (47

percent). As much as internet based life has quickly incorporated itself into the
business world, it's essential to recollect that the attempted and tried promoting
strategies still convey for some brands. In reality, site (95 percent) and email (91
percent) remain the SMB computerized showcasing procedures of decision, and,
maybe shockingly, multiple quarters still depend on print publicizing.

2.1 Research Gaps

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Writing on viability of internet based life promoting and culmination of web based
life advertising is to a great extent ailing in India. While vast organizations can
connect with administrations of statistical surveying firms to assess adequacy of
advertising administrations, little medium organizations will in general spend a
small amount of their accessible capital on promoting consequently there is
further absence of information on utilization of showcasing by means of internet
based life

This work will attempt to explore following components:

Type of small business can add its value through social media marketing.

Methods followed to reach the target customers.

Effectiveness of social media marketing measured in terms of return on

investment.

Impact of use of social media on sales, effect on customer base, brand visibility.

It is also equally important to investigate how the social media marketing is

consumed by the target consumers.

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CHAPTER III

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 OBJECTIVES AND RESEARCH METHODOLOGY

3.1 Purpose of the study:

Online networking was a totally new thing four years back, numerous individuals
did not recognize what web-based social networking was and the impact it would
have on our lives. It was an energizing intelligent medium which all of a sudden
surprised the world to such a degree, that it progressed toward becoming
something that no business, little or vast, neighborhood or worldwide, could
stand to disregard. At first little specialist frequently found the possibility of
internet showcasing an overwhelming one, since it was hard to know which
territories to concentrate on. Subsequently web based life showcasing being a
broad subject with an intricate hierarch made an inclination to acquaint with it
and to discover the arrangement or system investigated by the little and smaller
scale business

The motivation behind the exploration is to think about, how Micro and Small
organizations can use online networking to infiltrate their business sectors,
achieve their clients and create connections in an individual and direct way that
can sling their image and raise their mindfulness as effectively at standard with
any vast business. The investigation additionally tosses light because of web-
based social networking on customer's internet purchasing choices and conduct.

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3.2 Research Objectives

To identify the various types of micro and small business using Social Media for
marketing

To study the impact of Social Media on Business Performance

To study the impact of various online promotional activities on the brand

visibility

To study performance of micro and small businesses after inclusion of social

media marketing

3.3 Research Hypothesis

H01:There is no association between use of social media and type of business.
H11: There is an association between use of social media and type of business.
H02: There is no association between frequency of use of social media and
Benefit to the business.
H12: There is an association between frequency of use of social media and Benefit
to the business
H03: There is no association between online promotional activities and benefit to
the business.
H13: There is an association between online promotional activities and benefit to
the business.
H04: There is no association between frequency of updates and increase in
customer base
H14: There is an association between frequency of updates and increase in
customer base

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Research Type:
Exploratory research is starting examination directed to clear up and characterize
the idea of an issue which does not give decisive proof and henceforth
consequent research anticipated. The motivation behind the examination is to
comprehend the marvel of internet based life

advertising and to gain new bits of knowledge into it. The outcomes gained from
this investigation can't be summed up to the populace everywhere, thus the
examination is said to be exploratory research

3.4 Methods of data collection:

The Quantitative information gathering strategy is being utilized with the goal
that the delivered outcomes are anything but difficult to outline, analyze, and
sum up. Information collectionhas been finished utilizing Primary and Secondary
techniques.

Auxiliary information accumulation strategies:

Different data has been gathered by alluding books, diaries, paper articles,
examine reports, expositions, inquire about papers, sites, online diaries and
articles.

3.5 Research Instrument:

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Two Structured surveys were arranged well ahead of time subsequent to checking
and enhancing recently gathered information. Both the survey have positive and
solid inquiries.

Type of questions:
Survey was sorted with Multiple Choice shut finished inquiries as they are perfect
for computing measurable information and rates. Further explicitly Closed-Ended
Importance Questions, Likert Questions, Dichotomous Questions, open finished
inquiry to get illustrative data about the point were approached to gather
information and accomplish the motivation behind examination.

3.6 Sampling Method:

The investigation populace covers every one of the shoppers utilizing web-based
social networking and miniaturized scale and private ventures taking part in
internet based life for business, which covers expansive populace and
consequently was hard to gather information by evaluation strategy, accordingly
examining technique is utilized to gather the data. Consequently legitimized
testing is finished.

Likewise contemplating the time, assets accessible, the gathering of information

from huge example was additionally a stage back, thus non-likelihood comfort
examining strategy is utilized. Additionally Snowball testing was utilized
deliberately where in one individual who meets all requirements to take an
interest was approached to suggest a few other individuals who have the learning
about online life, thus member list expanded subsequently. Data table

3.7 Data Analysis

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Speculation testing is finished utilizing chi-square and recurrence tables produced
through SPSS, wherein affiliations are characterized and theory is acknowledged
or rejected to think about the destinations. Additionally recurrence tables
alongside pie outlines were set up for graphical portrayals of factors to break
down the information gathered.

3.8 Limitations of the study

1. Online questionnaire: This type of research is often quicker and less detailed.
The disadvantages of this method can be the exclusion of people who do not have
a computer or mobile and also require internet connection. Also the validity of
such surveys are questionable as people might be in a hurry to complete it so
might not give accurate responses and may not be willing to share details.

2. Constraints of time and resources were inevitable.

3. Area of study for micro and small businesses was restricted to Mumbai to get
better insights of local market.

4. All the tools of social media engagement are not explored.

3.9 Future scope of the study

The present examination is confined to Mumbai city, which gives an extension for
further investigation to be directed in other metropolitan urban communities and
even other level I urban communities.

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CHAPTER IV

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 SOCIAL MEDIA MARKETING

4.1 Introduction

Web-based social networking showcasing alludes to the way toward picking up

site traffic or consideration through web based life locales.

Web-based social networking advertising programs normally focus on endeavors

to make content that pulls in consideration and urges perusers to impart it to
their interpersonal organizations. The subsequent electronic informal (eWoM)
alludes to any announcement customers share through the Internet (e.g., sites,
interpersonal organizations, texts, news sources) around an occasion, item,
administration, brand or organization. At the point when the hidden message
spreads from client to client and apparently reverberates on the grounds that it
seems to originate from a believed, outsider source, instead of the brand or
organization itself, this type of showcasing results in earned media as opposed to
paid media.

Web based life showcasing (SMM) is a type of Internet advertising that uses long
range informal communication sites as a promoting device. The objective of SMM
is to create content that clients will impart to their informal community to enable
an organization to build brand presentation and expand client reach.

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Online life Marketing is the way toward achieving prospects and clients, and
procuring traffic and perceivability through internet based life locales, for
example, Facebook, Twitter, LinkedIn and numerous others.

Online life systems were generally unbelievable, organizations still wanted to

advertise their merchandise through physical media, for example, bulletins,
handouts and standard mail.

With past decade, web based life has surprised the world, web based advertising
supplanted physical conventional showcasing mediums, and is currently
supplanted by Twitter, Facebook, Pinterest and other interpersonal organizations.

So the fact of the matter is, one never recognize what's on the horizon; no one
could have anticipated we would need to be so dependent via web-based
networking media sites as a methods for correspondence. Be that as it may, one
thing has stayed unbending since 2007; the ascent of internet based life
promoting.

4.2 The Rise of Social Media Marketing

What can be a superior precedent, Facebook turned into a $100 billion industry.
The internet based life site gets a critical segment of its income through online
promotions. Organizations pay attractive sum for their items to be promoted
through online networking systems. Difficult to accept yet it may be a lot harder
to trust the way that 93% of advertisers utilize online networking only for
business purposes. The ascent of web based life promoting might be inferable
from a few components, one of which is the huge customer base, numbering to

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1.3 billion clients on Facebook alone. Alternate variables incorporate the client
data that the web based life accounts hold, which can help in focusing on clients.

Web based life advertising is the following huge thing for smaller scale and
independent ventures, however it isn't just about lead age – it isabout
relationship building. Internet based life advertising is the information and
aptitude to pick up Twitter devotees, and after that utilization Twitter showcasing
to get them to purchase. Web based life advertising is the information to set up a
Facebook fan, get Facebook fans, and afterward fabricate connections and begin
discussions about your image and items on Facebook. Furthermore, web based
life showcasing is tied in with utilizing free web-based social networking
instruments to screen your online notoriety and construct buzz.

One of the key parts of internet based life showcasing is online networking
improvement (SMO). Like site improvement (SEO), Social media streamlining is a
technique for illustration new and exceptional guests to a site. Web based life
enhancement should be possible two different ways: adding online life connects
to content, for example, RSS channels and sharing catches or advancing
movement through internet based life by refreshing statuses or tweets, or blog
entries.

Internet based life promoting enables an organization to get immediate criticism

from clients and potential clients while influencing the organization to appear to
be increasingly affable. The intuitive pieces of web based life offer clients the
chance to make inquiries or voice grievances and feel they are being heard. This
part of web based life promoting is called social client relationship the executives
(social CRM).

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Web based life advertising turned out to be increasingly regular with the
expanded prominence of sites, for example, Twitter, Facebook, LinkedIn, and
YouTube. Online networking advertising alludes to promoting done through
internet based life or interpersonal interaction sites. While most organizations
and associations have their own sites, it tends to be hard to achieve clients who
don't definitely think about the association. Along these lines, numerous
associations have thought that it was helpful to likewise build up a nearness on
Web 2.0 sites, for example, Facebook, LinkedIn, and Twitter too. Web based life
advertising gives a minimal effort approach to organizations to achieve extensive
quantities of clients and addition brand acknowledgment. Since informal
communication sites as of now have huge built up online networks, organizations
and associations can pick up presentation by just joining these sites. Associations
can make custom web based life profiles, at that point fabricate their very own
networks inside these destinations by including clients as companions or
devotees. Numerous organizations draw in clients by posting continuous updates
and giving uncommon ideas through their web based life profile pages. While web
based life showcasing is an amazing

web based promoting instrument, it is regularly used to enhance other web based
showcasing strategies as opposed to supplant them. Since pretty much any
organization or business and join a person to person communication site, it tends
to be hard to emerge from the group. In this manner, most organizations still
depend on Web publicizing and site design improvement to produce traffic to
their sites. Web based life promoting programs normally focus on endeavors to
make content that pulls in consideration and urges perusers to impart it to their
informal organizations. A corporate message spreads from client to client and
probably reverberates in light of the fact that it seems to originate from a
believed, outsider source, instead of the brand or organization itself. Henceforth,
this type of promoting is driven by listening in on others' conversations, which
means it results in earned media as opposed to paid media.

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Web based life has turned into a stage that is effectively available to anybody
with web get to. Expanded correspondence for associations encourages brand
mindfulness and regularly, improved client administration. Furthermore, internet
based life fills in as a generally cheap stage for associations to execute showcasing
efforts. Such a large number of individuals approach web based life showcasing as
though it is a well ordered procedure that must be done agenda style each day.
Thus, one can see a lot of website admins posting a set number of
announcements, following a specific number of new individuals and sharing a
particular number of articles, throughout each and every day.

4.3 Social Media Makes Sense for Startups and Small Businesses
The phenomenon social media has intrigued millions. Everyone is out there, doing
it, discussing it, exploring it as:

1) It is affordable – There is no compelling reason to spend to begin the

profile/fan page of business on Facebook or Twitter or any online
networking destinations that persuades you for what it's worth for nothing.
2) Global - There is no limit to the reach that social platforms have. It is global
3) Real Time Marketing – This is the ideal place to talk to your consumers and
became a part of their personal circle whenever one wants.
4) Effective – One can actually measure the impact by seeing the physical
number of fans on the social media page, interacting, conversing and
engaging with the business.

Benefits of Social Media Marketing for Micro and Small Businesses

With the blast of web based life in the course of the most recent couple of
years, it may be unable to discover an advertising master who does not
prescribe internet based life as a major aspect of an all encompassing

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promoting system. However, is it extremely worth the time and exertion to
assemble a web based life nearness now.

There are straightforward ways a business can profit by actualizing a

powerful web based life advertising plan:

1. Social Media Can Reduce the Overall Marketing Costs

Above all else, the capacity to tweet a message or post something to
Facebook is drastically more practical than running a paid notice or
mailing a huge number of showcasing pieces. In any case, there are
additionally best in class promoting apparatuses in internet based life
that permit to run a showcasing effort that is both watchword and
statistic explicit so one can get the best blast for your advertising

2. Social Media Can Impact Organic Search Results

Web based life allows to communicate the business content out to a

wide scope of intrigued perusers. Intrigued prospects at that point visit
your substance, enquire, tell their companions, and eventually
connection to it. Google and Bing both focus on social signs this way and
they rank connections on the query items page.

3. With Social Media, Businesses Can Offer Better

Customer Service
On the off chance that the client remarks, concerns, and questions
matter the most, at that point online networking would be incredibly
helpful. Clients utilizing one of the regular stages like Facebook or
Twitter can without much of a stretch impart straightforwardly and fast
response to them in an open arrangement gives different clients a
chance to see your responsiveness.

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4. With Social Media Self Online Personality can be
designed
The thought is that web based life is more similar to a mixed drink party
than a conference. One will dependably complete much better in a
social circumstance on the off chance that one is increasingly such as
itself and less like a corporate robot. Internet based life is an incredible
method to show our business identity, just as in the background data
about us, our representatives, our workspace, and that's only the tip of
the iceberg. When you refine the brand along these lines, it makes it
simpler for shoppers to interface with us and create faithfulness.

5. Social Media allows the business to associate with other

businesses.
The way that one can interface straightforwardly to the buyer implies
one can utilize this stage to likewise associate with different business
people and entrepreneurs. From conceivable key colleagues to new
wholesalers, online life lets have genuine discussions with real
individuals who may some way or another be socially or geologically out
of reach in reality.

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CHAPTER V

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ENGAGEMENT METHODS
5.1 Introduction
The first reason for organizations being via web-based networking media is
to get an organization's message out to whatever number individuals as
would be prudent, with the objective to pick up however many devotees as
could reasonably be expected. While these two perspectives are as yet
critical with regards to internet based life showcasing, advertisers have
come to locate that a standout amongst the most dominant parts of online
networking is the chance to cooperate and draw in with those that are
speaking with our image. Commitment is considerably more imperative
than building up a lot of supporters or an extensive fan base in light of the
fact that in a present situation where divided groups of onlookers are
winding up increasingly vital, making an association with somebody who is
straightforwardly intrigued with the brand is significantly more essential
than having an expansive after that may not do anything further with the
brand. In this part, we will go over what can really be viewed as
commitment via web-based networking media just as why it is so essential
to do as such.

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