GL BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH

GREATER NOIDA

2019-21

SUMMER INTERNSHIP REPORT

ON

“SOCIAL MEDIA MARKETING IN TODAY’S BUSINESS” towards

online certification courses of Edu4sure

Submitted to: Submitted by:

Dr. Arpita Srivastava Aman Siddiqui

Associate Professor GM 19019

1
 ACKNOWLEDGEMENT

It gives immense pleasure that, I have completed my Summer Project Report, therefore, I

would like to thank my college GL Bajaj Institute of Management And Research, our CRC
Head and our honorable Director sir Mr. AJAY KUMMAR for encouraging me to take up
my Summer Project in Marketing Sector. I am also very thankful to all my faculty members
for their extensive support by imparting in me the practical approach of corporate sector,
and their valuable backing of getting ourselves involved with the functioning of the company
rather than just involve us in our project.

I would also wish to acknowledge my profound gratitude to EDU4SURE. who allowed me

to do Summer Training and helped me in the completion of this project. I am extremely
grateful to all the concerned employees for their full support and guidance despite their tight
and busy schedules.

I would like to express my special and sincere thanks to Mr. Deepak goel sir (Assistant
Manager) and Mrs. Bharti goel maam
who happened to be my industry guide for rendering valuable guidance and necessary
suggestions in bringing out this project report.

I would also like to thank my faculty guide Assistant Professor Dr. Arpita Srivastava who
was always there to support me and without whom it wasn’t possible.

Last but not the least; I shall fail in my duty, if I don’t thank all those concerned people who
have directly or indirectly contributed in the completion of this entire Summer Internship
Project.

Signature:

Aman Siddiqui
GM19019
PGDM 2019-21

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Industry Guide Certificate

3
 Faculty Guide Certificate

This is to certify that the work embodied in this summer training report entitled

“SOCIAL MEDIA MARKETING IN TODAY’S BUSINESS”

towards online certification courses of Edu4sure

being submitted by Mr. Aman Siddiqui towards the partial fulfillment of the requirement for
the award of “Post Graduate Diploma in Management” during 2019-21 is a record of
original piece of work, carried out by him under my supervision and guidance in GL Bajaj
Institute of Management and Research, Greater Noida (U.P).

Faculty Guide
Dr. Arpita Srivastava
Associate Professor
GL Bajaj Institute of Management and Research, Greater Noida (U.P)

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 Abstract

Introduction: Social media has gained importance and acceptance at a very

past pace. It has become an avenue to share one’s personal and professional
life. The usage of social media as a marketing tool is already implemented by
many businesses. This reports analysed how effectively social media be used
as a marketing tool. The comparison of social media versus traditional media
for marketing was studied and advantages and disadvantages of both are
compiled. This report also analysed how small business start-ups can benefit
from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles,
business reviews, online survey and so on from the. Further official social
media pages of various companies on Facebook, Twitter and LinkedIn were
analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of
businesses. Social Media marketing has wider market appeal and is relatively
cheaper than traditional advertisements. With a huge number of audiences and
high customisability of social media for required content, social media
marketing emerges as an exciting and effective tool for marketing.

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 Table of Content

S.NO TOPICS Page No.

1. CHAPTER – I Introduction 10-23

1.1 Introduction 11-13
1.2 Social Media Marketing in India 14
1.3 Nature of Industry, “E-Commerce Industry”
1.4 Historical Contour of the Industry-
1.5 Implications in E-Commerce industries & Social
1.6 Social media as a Marketing tool
1.7 Major customers /or consumers in this industry
1.8 Social Media, Marketing, and “Social authority

2 CHAPTER – II COMPANY PROFILE

2.1 COMPANY PROFILE
2.2 Products and services of the Organization
2.3 Achievement

3 CHAPTER- III Literature Review

3.1 The Role of Social Media and Social Networks in
Consumer Decision"
3.2 As'ad, H. Abu-Rumman, Anas Y. Alhadid, (2014) "The
Impact of Social Media Marketing on Brand Equity”
3.3 Ayda Darban, Wei Li, (2014) "The impact of Online 45
Social Networks on Consumers’ Purchasing Decision
3.4 Bruno Schivinski, Dariusz Dąbrowski, (2013)
"The Effect of Social Media Communication on
Consumer Perceptions of Brands"
3.5 Monica Ramsunder, (2011) " The Impact of
Social Media Marketing on Purchase Decisions in
the Tyre Industry"
3.6 Forbes and Vespoli(2013)
3.7 Leerapong and Mardjo(2013)
3.8 Pietro and Eleonora Pantano(2012)

4 CHAPTER – IV RESEARCH OBJECTIVE

Objectives of the study
4.1

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 5 Chapter 5 RESEARCH METHODOLOGY
5.1 RESEARCH METHODOLOGY
5.1.1 Exploratory Research
5.2 Conclusive Research
5.2.1 Descriptive Research Design

5.2.2 Causal Research Design

5.3 METHODS OF DATA COLLECTION
5.3.1 Primary Data

5.3.2 Secondary Data

RESEARCH INSTRUMENTS
5.4
NATURE OF DATA
5.5
SOURCES
5.6
TYPE OF THE RESEARCH
5.7 SAMPLE SIZE
5.8 Chapter 6 Data analysis & interpretation

Chapter 7 Conclusions

Chapter 8 Recommendations

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 List of Figures

S. No. No. of Figures Name of Figures Page No.

1 1.1-1.2 Microsoft power bi 27
and S&P global
2 1.3-1.4 Session NIMIS & 28
NPL
3 1.7 Achievement 31
4 1.8 Graph showing data 42
of male and female
5 1.9 Graph showing the 42
age group
6 2.0 Graph showing 43
people are from
which area
7 2.1 Graph showing 43
reason of not
subscribing
8 2.2 Graph showing time 44
spent on social media
9 2.3 Graph showing which 44
platform you use
most
10 2.4 Graph showing data 45
on any online
learning platform
11 2.5 Graph showing from 45
where customer rely
on social media
12 2.6 Graph showing 46
number of online
platform you choose
13 2.7 Graph showing rate 46
experience
14 2.8 Graph showing future 47
courses

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 DECLARATION

I, Aman Siddiqui, Student of hereby declare that the research project report having the title

“SOCIAL MEDIA MARKETING IN TODAY’S BUSINESS”

towards online certification courses of Edu4sure

is the outcome of my own work and effort and the same has not been submitted by any
university/College/Institution for Professional degree.

Signature
Aman Siddiqui
GM19019
2019-2021

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 CHAPTER – 1

INTRODUCTION

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 1.1INTRODUCTION
What is the meaning of Social Media Marketing?

The meaning of the term ‘social media’ can be derived from two words
which constitute it. Media generally refers to advertising and the
communication of ideas or information through publications/channels.
Social implies the interaction of individuals within a group or community.
Taken together, social media simply refers to communication/publication
platforms which are generated and sustained by the interpersonal interaction
of individuals through the specific medium or tool. Wikipedia has a general
definition of the term: Social Media is the democratization of information,
transforming people from content readers into content publishers. It is the
shift from a broadcast mechanism to a many-to-many model, rooted in
conversations between authors, people, and peers.

Social media marketing refers to the process of gaining website traffic or

attention through social media sites. Social media marketing programs
usually center on efforts to create content that attracts attention and
encourages readers to share it with their social networks. A corporate
message spreads from user to user and presumably resonates because it
appears to come from a trusted, third-party source, as opposed to the brand
or company itself.[citation needed] Hence, this form of marketing is driven
by word-of-mouth, meaning it results in earned media rather than paid
media.

Social media marketing is a new marketing strategy which almost every

business is adopting to reach their consumers on the virtual networks. If
you have an idea and you want it to reach millions, at a very little cost,
then social media is the only way-out. Entertainment companies were the
first to adopt the social media as a promotional tool. Weinberg (2009) has
defined social media marketing as the process that empowers individuals to
promote their websites, products, or services through online social
channels and tap into a much larger community that may not have been

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 available via traditional channels. So if we keep it simple, social media
marketing is the process where organizations use social media websites to
build rush on their company official websites. It does not stop here but
organizations also inform the potential customers of happenings in the
organization, launch

of the new model or product and latest news about the organization
through social media applications. Gordhamer (2009) has related social
media marketing to the relationship marketing where firms need to shift
from “trying to sell” to “making connections” with the consumers. This
explanations of social media marketing takes us to the other side of
marketing, where building relations with the potential consumers is the key
to repeated purchases and enhanced brand loyalty. Social Media is an
innovative tool that organizations use for creating a very strong public
relation with the customers on the virtual networks (Jan & Khan, 2014).
Maintaining public relations through social media has become easy
because a large number of potential consumers are available on the virtual
networks. And making connection with consumers using social media is
only some clicks away. Today’s customers are more powerful and busy;
therefore, companies should be reachable and available in every social
media communication channel such as Face book, Twitter, Blogs, Forums
at any time (Gordhamer,2009).

Exploiting the opportunities provided by the social media communication

channels is important for every organization.

Dimension of the Social media marketing (Asa’ad,& Anas, 2014) There are
five dimension of the social media marketing, which means these five things
are required to create connections with consumers or to building traffic to
company websites.

Online Communities: A company or business can use the social media to

build a community around its products/business. Vibrant communities
create loyalty and encourage discussions, which can contribute towards
business development and improvement. (Taprial, & Kanwar, 2012).

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Interaction: A Facebook page or Twitter account can notify all its followers of
specific subject quickly and simultaneously (Berselli, Burger, & Close, 2012).
Social networking sites enable greater interaction with the online community
through broadcasting up-to-date, consumer relevant information. (Fischer, &
Reuber, 2011)

Sharing of Content: The sharing dimension is about the extent to which an

individual ex-changes, distributes and receives content in a social media setting.
(Babac, 2011)

Accessibility: The social media is easily accessible and takes minimal or no

costs to use. Social media is easy to use and does not require any special skills,
knowledge to use.

Credibility: It is all about delivering your message clearly to the people,

establishing credibility for what you say or do, connecting emotionally with
your target audience, motivating the buyer and generating loyal customers.
The social media provides a very good platform for all businesses (big or
small) to network and reach out to their target audience, connect with them
directly and generate trust by listening to what they have to say. (Taprial, &
Kanwar, 2012).

The meaning of the term ‘social media’ can be derived from two words
which constitute it. Media generally refers to advertising and the
communication of ideas or information through publications/channels.
Social implies the interaction of individuals within a group or community.
Taken together, social media simply refers to communication/publication
platforms which are generated and sustained by the interpersonal
interaction of individuals through the specific medium or tool. Wikipedia
has a general definition of the term: Social Media is the democratization of
information, transforming people from content readers into content
publishers. It is the shift from a broadcast mechanism to a many-to-many
model, rooted in conversations between authors, people, and peers. Social
media uses the “wisdom of crowds” to connect information in a
collaborative manner. Social media can take many different forms,
including Internet forums, message boards, weblogs, wikis, podcasts,
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 pictures, and video. Social media are media for social interaction, using
highly accessible and scalable communication techniques. Social media is
the use of web-based and mobile technologies to turn communication into
interactive dialogue. Andreas Kaplan and Michael Haenlein also define
social media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, which allows the
creation and exchange of user generated content." Businesses also refer to
social media as consumer generated media (CGM).
A common thread running through all definitions of social media is a
blending of technology and social interaction for the cocreation of
value.
As one Cairo activist succinctly put it, "“We use Facebook to schedule the
protests, Twitter to coordinate, and YouTube to tell the world." However,
there is some debate about the extent to which social media facilitate this
kind of change.

1.2 Social Media Marketing in India

An Overview India has 95 million active internet users. Social Media is

really picking up new heights in India. According to the 2010 Regus Global
Survey of business social networking, India tops the usage of social
networking by business – it has the highest activity index, 127, far more
than the US’97, and 52% of the Indian respondent companies said that they
had acquired new customers using social networks while 35% American
companies managed that. Many companies are coming big way for Social
Media Optimization for their Product or Services nowadays. During
Election 2014 Social Media was used for Influence Indian Voters. Social
Media Marketing in India is being undertaken by all e-Retailing & e-
commerce organizations and many brands like Tata Docomo, MTV India,
Channel V, Clear Trip, Tata Photon, Axe deodorants, Microsoft, Naukri,
Shaadi, and many more. Besides, numerous Indian celebrities are also using
SMM platform to promote their movies, music and events via Twitter,
Facebook and personalized blogs. Social Media Marketing is also boosting
public relations business. Several PR agencies in India are undertaking
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brand building exercises for corporate organizations, brands and celebrities.
However, to the delight of many among us, the biggest gainers from SMM
till date have been the organizations from the Not-for Profit sector. Several
Campaigns like ‘Bell Bajao’ and ‘Jaago Re’ have been quite successful on
12 Social Networking Sites. These campaigns have been spreading the
word about their cause through blogs, Twitter and Facebook.

1.3 Nature of Industry, “E-Commerce Industry”

E-Commerce industry is a fastest growing industry in all
over the world and India too. It includes E-Retailing, Social
Media, E-Business and information Technology.
In a fact Only Less than 25 % of Indian are using internet properly, out of
it only 12-13% Indians are using Internet for E-buying or online ordering
and these users are basically from Tier 1 cities and Tier 2 cities. Reach of E
Commerce industry are still very saturated in These Tier 1& 2 cities, but it
is looking to expand its reach and business in to the tier 3 cities and rural
area very soon and very fast. By the Believer and market predication at the
end of 2020 reach of E-Commerce industry will be in every area. And no.
of internet E-buying users are expected to increase by 12 % to 25 % or
more very soon. Even some initial decision and plans has been introduced
also in India by the Government of India as “Digital India” and it will be
very much helpful for the E-Commerce industry and Other Social media or
E- Business based companies.

Social Media Marketing is the new mantra for E-Commerce industry 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. So according to the prediction
and by seeing the growth instantly in this area we can say easily that the
future Indian industry will be going to in Ecommerce Dominating industry
and it’s very necessary to have good hand on it. Even when we talk about

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the competition in this E-commerce industry is now very high and market
giants are there already to perform and still dominating.
Customization, printing and personalization industry is also going to nourish
and grow very well in future and still it is performing outstandingly.
Ecommerce industry is very impactful business because it has limit beyond
and above. It’s limitless and frequent & efficient rather than any traditional
market place or platform. It’s a platform to perform with Innovation,
Digitalization, Customization and personalization. It is helpful to increase
high customer reach, Visibility, Awareness, updating, and easily
communication and more importantly more optional and cheaper than any
traditional market. E-Commerce has been invented and

developed as the Social media platform basis and social media is its soul.
Every successful E-commerce industry requires a very good Social media
promotional & marketing activities by Facebook, LinkedIn, Twitter, You
tube, Google AdWords, Google AdSense and it require analysis also which
is possible in most efficient way by Google Analytics, Clicky and Alexa
tools.

1.4 Historical Contour of the Industry-

In Earlier day E-Commerce industry was totally based on online services

and Online Buying and selling. Now the scenario has been changed and it
is not in the limited in Online services buying and selling but also in
Online transaction, Online Customization, Online Personalization, Online
Ordering, E-Business, E-retailing, Customer satisfaction etc. If we talk
about its beginning, it started in USA in the early 1990’s and came to India
by 1996, in very initial level but became dominated and established
properly by 2004-05 properly.
Now this generation is going to create so many milestone in different areas
of E-Commerce by using Social Media Marketing as Business tool to
increase revenue, increase reach of customers, increase visibility, spreading
awareness and most importantly providing the best services and solution

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 practices. E-Commerce industry is now not only expanding its value and
usability in terms of generating profit but also satisfying customer base and
utilizing youth power & economy as an area of growth and expansion.

Social Media Marketing is the new mantra for E-Commerce industry 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.

1.5 Implications in E-Commerce industries & Social Media -

If we talk about the previous feature of E-Commerce industry it was not
that much trustworthy in the point of personal informational security and
payment gateway, & accounting detail. But now it has been improved at
the optimal level and has created its

trustworthiness in terms of informational security, payment gateway and

accounting privacy, also it is creating awareness about the product and
services.
The coming generation is going to depends upon the E-commerce
industries because of its utility and the generation going to adopt it
completely as modern marketing era or Modern Market place. Even Social
Media Marketing Is not limited only in Facebook and Google, and has
diversify with Linked In, WhatsApp, Twitter and YouTube, Pinterest and
various blogging and applications.

Mobile Marketing is the most innovative Invention in this area, highly

predicted and most profitable with lower investment with high conversion
tool for Marketers.

1.6 Social media as a Marketing tool:-

By using Social media marketing as a marketing tool, anyone can gain

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 information, education, news, etc., by electronic media and print media.
Social media are distinct from industrial or traditional media, such as
newspapers, television, and film. They are relatively inexpensive and
accessible to enable anyone (even private individuals) to publish or access
information, compared to industrial media, which generally require
significant resources to publish information.
One characteristic shared by both social media and industrial media is the
capability to reach small or large audiences; for example, either a blog post
or a television show may reach zero people or millions of people and also
useful to generate revenue. Some of the properties that help describe the
differences between social media and industrial media are:

1. Reach - both industrial and social media technologies provide scale and
are capable of reaching a global audience. Industrial media, however,
typically use a centralized framework for organization, production, and
dissemination, whereas social media are by their very nature more
decentralized, less hierarchical, and distinguished by multiple points of
production and utility.

2. Accessibility - the means of production for industrial media are

typically government and/or privately owned; social media tools are
generally available to the public at little or no cost.

3. Usability - industrial media production typically requires specialized

skills and training. Conversely, most social media production does not
require specialized skills and training, or requires only modest
reinterpretation of existing skills; in theory, anyone with access can operate
the means of social media production.

4. Profitability – social media is a source of promotion but also it is using

as a source of income and get profit by selling and buying through social
media sources. Social media has become the biggest source of platform to
perform and earn profit in a very effective manner.
5. Permanence - industrial media, once created, cannot be altered (once a

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magazine article is printed and distributed changes cannot be made to that
same article) whereas social media can be altered almost instantaneously
by comments or editing.
6. Size: Facebook has over 250 million users globally. On an average, 70-
100 tweets happen by the second. An average user on Facebook has 120
friends. This is the kind of enormity Social networking sites espouse and
with this comes the license to communicate powerfully. But when such
large numbers are involved, there is a danger of something going wrong
and when it does, it happens in a big way. An expert should be hired to do
what is best for business.
7. Boost website traffic: Social media is probably the fastest and easiest
means of redirecting traffic to company’s website. By simply placing their
website URL in their profile, the company can have all their profile visitors
check out their website and a percentage of traffic is sure to get converted
in course of time. This is the virtual way version of “word-of mouth”.
8. Branding: Buying a candy may have been impulsive all your life, but if
it is discussed on a social networking site, there is likely to get brand
conscious even a candy. Social media is a smart way to build brands.
Social media platforms are known to be one of the most powerful and fast
means of branding. Some of the big brands like Coke, Ford, Dell, IBM,
Burger King are some of the well-known brands have powerfully used
social media platforms to endorse themselves

Community media constitute an interesting hybrid of industrial and social

media. Though community-owned, some community radios, TV and
newspapers are run by professionals and some by amateurs. They use both
social and industrial media frameworks. In his 2006 book, The Wealth of
Networks: How Social Production Transforms Markets and Freedom,
Yochai Benkler analyzed many of these distinctions and their implications
in terms of both

economics and political liberty. However, Benkler, like many academics,

uses the neologism network economy or "network information economy"
to describe the underlying economic, social, and technological

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 characteristics of what has come to be known as "social media".
Andrew Keen criticizes social media in his book The Cult of the Amateur,
writing, "Out of this anarchy, it suddenly became clear that what was
governing the infinite monkeys now inputting away on the Internet was the
law of digital Darwinism, the survival of the loudest and most opinionated.
Under these rules, the only way to intellectually prevail is by infinite
filibustering." Tim Berners-Lee contends that the danger of social
networking sites is that most are silos and do not allow users to port data
from one site to another. He also cautions against social networks that
grow too big and become a monopoly as this tends to limit innovation.
There are various statistics that account for social media usage and
effectiveness for individuals worldwide. Some of the most recent statistics
are as follows:
· Social networking now accounts for 22% of all time spent online in the US.
· A total of 234 million people age 13 and older in the India used mobile
devices in December 2012-13. Most time spent on Facebook by all the age
groups.
· Twitter processed more than one billion tweets in December 2012-13 and
averages almost 40 million tweets per day.
· Over 45% of Indian internet page views occurred at one of the top social
networking sites in October 2013, up from 13.8% a year before.
· Australia has some of the highest social media usage statistics in the
world. In terms of Facebook use Australia ranks highest with almost 9
hours per month from over 9 million users.
· The number of social media users age 65 and older grew 100 percent
throughout 2010, so that one in four people in that age group are now part
of a social networking site.

1.7 Major customers /or consumers in this industry-

At the heart of any Business are Customers, and Social networking
represents an opportunity to build even more mutually rewarding and
candid relationships with those Customers. But for organizations to realize
tangible business benefits, they need to find better ways to plan, manage,
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 and measure their social networking efforts.

· Major Customers and Consumers are from the teen age groups. As we
know that E- commerce, Social media and printing industry became
familiar after 2000, so that age group between 13-20 years are more
interactive and comfortable with it. Also the age group between the 20-35
years are also known as modern generation youth of India and world and
they are the most potential buyers for the E-Commerce industry.
· Most number of user are from the age group of 13-20 years by 35% than
from 20-30 years age group users are 31%, age group between 30-40 years
users are by 25% and then rest of the user group from 40-65 are there. So
we can say that age group of more than 40 years are not so much bothering
from E-Commerce industry but when we talk about the conversion rate on
the same age group is higher than others even marketers are looking at as
potential consumers for these industries.
· Most of the E-Commerce users are coming from home users by 62%,
than from office by 28% at last from school and colleges by 10-15% only.
· On the basis of the report generated from sales force, most of the time
users of internet are use social media sites and spent about 7-9 hours
weekly on social media sites like facebook, LinkedIn, Twitter, you tube
etc. so that conversion and market penetration can come through social
media marketing promotion, and yes it’s all true that E-Commerce and
online digital printing organizations and industries are generating revenue
through Social media marketing and Social media marketing is working as
a bridged between the industrialist, or vendors and the consumers.
1.8 Social Media, Marketing, and “Social authority”:
One of the key components in successful social media marketing
implementation is building "social authority". Social authority is developed
when an individual or organization establishes themselves as an "expert" in
their given field or area, thereby becoming an influencer in that field or
area.
It is through this process of "building social authority" that social media
becomes effective. That is why one of the foundational concepts in social
media has become that you cannot completely control your message

21
through social media but rather you can simply begin to participate in the
"conversation" in the hopes that you can become a relevant influence in
that conversation.
However, this conversation participation must be cleverly executed
because while people are resistant to marketing in general, they are even
more resistant to direct or overt marketing through social media platforms.
This may seem counter-intuitive but is the main

reason building social authority with credibility is so important. A

marketer can generally not expect people to be receptive to a marketing
message in and of itself. In the Edleman Trust Barometer report in 2008,
the majority (58%) of the respondents reported they most trusted company
or product information coming from "people like me" inferred to be
information from someone they trusted. In the 2010 Trust Report, the
majority switched to 64% preferring their information from industry
experts and academics. According to Inc. Technology's Brent Leary, "This
loss of trust, and the accompanying turn towards experts and authorities,
seems to be coinciding with the rise of social media and networks."
Thus, using social media as a form of marketing has taken on whole new
challenges. As the 2010 Trust Study indicates, it is most effective if
marketing efforts through social media revolve around the genuine
building of authority. Someone performing a "marketing" role within a
company must honestly convince people of their genuine intentions,
knowledge, and expertise in a specific area or industry through providing
valuable and accurate information on an ongoing basis without a marketing
angle overtly associated. If this can be done, trust with, and of, the
recipient of that information – and that message itself – begins to develop
naturally. This person or organization becomes a thought leader and value
provider – setting themselves up as a trusted "advisor" instead of marketer.
"Top of mind awareness" develops and the consumer naturally begins to
gravitate to the products and/or offerings of the authority/influencer.
Of course, there are many ways authority can be created – and influence
can be accomplished – including: participation in Wikipedia which
actually verifies user-generated content and information more than most

22
people may realize; providing valuable content through social networks on
platforms such as Facebook and Twitter; article writing and distribution
through sites such as Ezine Articles and Scribd; and providing fact-based
answers on "social question and answer sites" such as EHow and Yahoo!
Answers. As a result of social media – and the direct or indirect influence
of social media marketers – today, consumers are as likely – or more likely
– to make buying decisions based on what they read and see in platforms
we call "social" but only if presented by someone they have come to trust.
Additionally, reports have shown organizations have been able to bring
back dissatisfied customers and stakeholders through social media
channels. This is why a purposeful and carefully designed social media
strategy has become an integral part of any complete and directed
marketing plan but must also be designed using newer "authority building"
techniques.

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 CHAPTER -2

COMPANY PROFILE

24
 2.1 COMPANY PROFILE

TestFormula Education Pvt. Ltd. is an Online Education venture by Techno-

Management Professional from reputed B Schools like NMIMS Mumbai, Symbiosis,
IIT Delhi and JH, founded in 2013. It is a startup venture and growing successfully,
Incubated at BIMTECH College, Greater Noida. We have operations from our Delhi,
Noida & Greater Noida office. Also, alliance with 3 Private Colleges in Delhi/NCR
and 1 Delhi University College. TestFormula Education works on different
technology and besides providing a smart learning platform; it blends technology &
Mentoring for a quality education and a guide for student career. More details at
www.testformula.com and www.edu4sure.com (Edu4Sure is about to revamp and
development team is working on it). Candidate would work on Edu4sure.com project.

Mission:

Constant up gradation in Education by using technology and implement innovative

but simpler ways of learning the education and provide best opportunity to succeed in
Examination.

With the motto “Do Less But Awesome”, we started our journey in 2013. We failed
in approach at times but we never gave up and today we have associations with many
colleges & corporations. Further, we focused on Quality Education at an affordable
cost to the learner. let’s share some highlights of Edu4Sure.

Some of our services include Corporate Training, Workshops, Bootcamp on Skills,

Career Counselling Seminars, Admission & Placement Support & provide E-learning
content.

We are proud to conduct over 500 workshops. Moreover, we will launch a podcast in
May 2020 where learners can gain insights into Industry expectations from them.
25
 Right now, we are conducting workshops on the following domain skills:

1. Advanced Excel / Excel

2. Agile
3. Banking
4. CSR
5. Data Analytics ( Power BI/ SPSS/ Tableau)
6. Design Thinking
7. Digital Finance
8. Digital Marketing / Digital Media
9. Ethical Hacking
10. Financial Inclusion/ FinTech
11. Google Adwords
12. Graphologist
13. Internet Of Things
14. Intrapreneurship (Entrepreneurship within the organization)
15. leadership Coach
16. Microsoft .NET
17. Motivational Coach
18. NLP (Neuro-linguistic programming )
19. PoSH ( Prevention Of Sexual Harassment)
20. Robotics
21. RPA
22. Sales Training
23. Self-Defense
24. Soft Skills/ PDP
25. Yoga ( Laughter/ Blind Exercise etc.)
26. Python/ Data Science (AI/ML)
27. 29 Six Sigma
28. ‘Tally 
29. BFSI
30. Entrepreneurship/ Intrapreneurship
31. Finance for non-finance professionals

Some highlights of our Events & Workshops.

There were 18 participants (Mostly Working Professionals) in the workshop done on

Power BI (MS Analytics tool).

26
 Fig 1.1
The Session was highly appreciated. Also, the trainer used real data and showed how
it can be analyzed and presented to the management using Power BI tool.

Learners loved to learn our practical approach to training them on the tool.

The Session was taken at S&P Global, Gurgaon. 

The learners were very excited about learning the tricks shared during the workshop. The
hall was full of employees because of the amazing learning share by the Edu4Sure’s
trainer.

We ourselves never expected such a huge crowd. We were invited to take more sessions
on the same for small batches 🙂

Fig 1.2

27
 Fig 1.3

It is always great to visit our alma mater NMIMS. Also, most of the core members
including our founder is from NMIMS, Mumbai.

We do boot camps there on various skills at least once a year.

We wish we get more NMIMS in other locations of India & Abroad and spread
knowledge.

NLP is something that is very effective.

This training is done by one of our coach, Ashish Sehgal who is a very famous NLP
practitioner and a Richard Bandler Licenced NLP Coach.

There are various modules in NLP like NLP for Sales, NLP for HR, NLP for Youth,
etc. It is one of the most required training by the corporates which can be great for
professional as well as personal growth of the learner.

Fig 1.4

28
 Fig 1.5

The image was taken after a workshop conducted on Analytics.

The learned enjoyed learning and a certificate was also provided after successful completion
of the module.

The new skills are always essential for the growth in the career & do better in the company.
It is a win-win situation for the professional as well as the organization.

We love to share our own tricks applied in the business.

This makes us unique and makes our learners better. We share the mistakes which we had
made in the business.

In the session, we talked about Digital Marketing. We discussed the affiliates, Facebook

analytics, and link building techniques. Also, we showed our own portal, Edu4Sure.com.

Fig 1.6

29
 2.2 Products and services of the Organization:

Blogging/ Career Awareness: Edu4Sure spreads education via blogging in the text

format. In the long run, we would have Audio/ Video for the same. It is free and would
always remain free. E-Books / Tutorials / Previous papers are shared. Kindly fill relevant
form or Subscribe to our newsletter to get updates.

Certification Workshops: To boost career, we conduct Digital Media Certification

workshop. We have conducted many workshops in the area of Digital Media,
Entrepreneurship, Data Analytics, MS office, Abacus & Vocab Learning Tricks. We are
open to more kind of workshops with the association of great educators/trainers.Every
weekend we conduct small batch workshops at our office. All our workshops provide a
live project & we share actionable tips & tricks with our learners. Resume support to the
candidate is included in the workshops.

Branding & Promotion: Edu4Sure partners with Educational Institutes like Universities

or EdTech Startups and promote their business via advertorial, banner ads, workshops &
provide them leads. To know in detail, Please check our “Be Our Partner”.

Admission Consulting: Partner with colleges in India & Abroad and support them in
Admissions. Two of our members joined us for a leadership role, Dr. Pritesh
Maheshwari, and Dr. Mani Maheshwari. The Couple consults Indian students for
Medical Education in India and the foreign country. Now, We are also partnered with 4
Delhi University colleges.

Consulting (Marketing/ Branding/ Business): We have proved our Marketing &

Digital strategy for our own business as a tool which helps many business owners &
supports them in improving their business.

Incubation Setup: To nurture talent & entrepreneurship, We support Incubators. We

ourselves are associated with 2 Private Universities & 1 Delhi University Incubator.

30
 2.3 Achievement

We are a team of self-motivated individuals or Edupreneurs who have been doing great in the
education sector and providing quality services to our clients.

Whatever we earn, we invest it in our venture to take it to the next level. We aim to
contribute well to the Education sector.

We are the bootstrap venture. We focus on “Vision & Customers” rather than Investors. We
certainly control expenses and reinvest the profits in our growth.

We have mentioned some of our achievements below to keep us motivated. Kindly do

support us if you believe to aid in Education! 

Fig 1.7
31
 CHAPTER – 3

LITERATURE REVIEW

32
 3 LITERATURE REVIEW

Before starting any research it is very necessary to read articles and other research papers
that have been written on the subject in the past. These literatures help us in developing a
strong base for our study and provide us with information that can be used during the
research. It also helps in developing objectives for the study. Literatures used by researcher
in this study are,
 3.1 Ghania Bilal, Mirza Ashfaq Ahmed and Mirza Naveed Shahzad,
(2014) "The Role of Social Media and Social Networks in Consumer
Decision"
The Study results showed that media and social networking has an impact on consumer
decision making. The consumers in Pakistan use few social media platform YouTube"
compare to social network sites " Facebook and Google" along with their own personal
decision making. The study showed that social networks had a positive impact on consumers
behavior, in addition to the positive population interaction with virtual community of the
social media. As a result these interactions collaborate into the strong implications of smart
companies to become smarter about their online present. It also highlighted the importance
of raising awareness, consumer loyalty and trust. Furthermore the study covered the effect of
e-marketing and online apparel business strategies on consumer decision. In conclusion the
use of these online platforms are not just away for current existing companies to increase the
awareness about their brands, but also it is an opportunity for small business to familiarize
more people about their unique product and services.

 3.2 As'ad, H. Abu-Rumman, Anas Y. Alhadid, (2014) "The Impact of

Social Media Marketing on Brand Equity”
Study Hypothesis: There is no significant impact of social media on brand equity of
customers of Jordanian mobile services. The Study results showed a strong relationship
between social media and brand equity. The definition of social media was stated as the
collaboration of media and social communication in which people create share and exchange
information. The study highlighted the social media marketing and the use of Facebook as a
branding opportunity. The study covered different fields of social media marketing: Online
communication, Interaction, sharing of content, accessibility and credibility. Furthermore it
emphasis on the correlation between social marketing and brand equity. This correlation
attract new costumer to the firm. In addition to reminding customers about firm and working
as an emotional tie to the firm. An example of the relationship between marketing and brand
equity is the link and interaction between the Facebook page and it is effect on the brand
loyalty.

 3.3 Ayda Darban, Wei Li, (2014) "The impact of Online Social
Networks on Consumers’ Purchasing Decision

33
 The purpose of this study is to examine the impact of online social networks (Facebook),
the authors are trying to find which steps do online social networks influence consumers’
purchasing decision when it comes to food retailers; and why are these steps influenced by
online social networks. First, the steps are promotions and offers, company/store
information, activities and services. Second, the reasons behind online social network
(Facebook) on consumers’ purchase decision: long online time, comments and
recommendations (Online Word-Of-Mouth) Individual’s interaction between supermarket
and other consumers and convenience of Facebook. So consumers’ choices regarding food
retailers can be influenced by the gathered information from different sources especially
from online social networks. Consumers the most convenient way to compare between
different food retailer. shops, products, or services is on Facebook because of its features.
Consumers can express their satisfaction or dissatisfaction about their experience to
companies, about products, or services, or share their knowledge and opinions on their
online social network and share with others.

 3.4 Bruno Schivinski, Dariusz Dąbrowski, (2013) "The Effect of Social

Media Communication on Consumer Perceptions of Brands"
In recent years, brand management has been confronting two opposite tendencies: the loss
of brand authenticity and the increasing influence of empowered consumers on brand
communications. The social Web is changing traditional marketing communications.
Traditional brand communications that were previously controlled and administered by
brand and marketing managers are gradually being shaped by consumers. This article aims
to compare the effects of social media communication, as they differ significantly in terms
of company control. Thus, we form two research objectives that are relevant for companies,
brand managers, and scholars: to investigate the effects of firm-created and user-generated
social media communication on brand equity, brand attitude, and brand purchase intentions.
Juxtaposition concerning the effects of social media communication on brand equity, brand
attitude, and brand purchase intentions in different industries. The first section in this study
presents a literature review supporting the conceptual framework and the hypotheses of this
study; the second section presents the research methodology used in this study. In the third
section, we introduce the outline for the quantitative empirical analysis that is used to verify
the hypotheses; the final section provides a summary and discussion of the empirical
findings with implications for managers and executives. This study makes a significant
contribution to the social media communication literature, although this research is not
without limitations. Finally, because a Central European sample was used in this study, it
may be difficult to generalize the results to other cultures, so the social, economic, and
cultural differences should be considered.

 3.5 Monica Ramsunder, (2011) " The Impact of Social Media

Marketing on Purchase Decisions in the Tyre Industry"

34
 The research study which investigates impact of social media marketing on a consumer’s
purchase decision in the South African tyre industry addresses traditional marketing
strategies, the consumer’s purchase decision journey and Social media marketing strategy.
The research instrument used in this study was a questionnaire which was designed
specifically for the purpose of this research study. The questionnaire was based on the
literature review and specifically addressed that the main purpose of social media is
connectivity; the ability to meet new people, create new contacts and develop networks and
create new customers and business associates. If managed and maintained appropriately,
organizations can utilize the power of social media marketing to promote its brand, gain
insight into the market and assess how consumers feel about its brands. As thousands of
users visit social media platforms daily, social media marketing allows marketers to reach
and talk to a mass audience at little or no cost.

 3.6 Forbes and Vespoli(2013)

investigates consumers who made a purchase of an item based on the recommendation
of a peer or contact via social media results indicate that consumers are buying either
very inexpensive, or very expensive items, and are doing so based on
recommendations from people they would not consider “opinion influencers or
leaders”. In addition, results indicate a slow shift from more traditional forms of
social media like Facebook to quicker types of social media like Twitter. Numerous
respondents indicated their desire for information now, not even a day or two old,
and this research indicates a shift towards that form of social media which is
consistent with general themes of today's social media.
 3.7 Leerapong and Mardjo(2013)
examine the factors that influence their online purchase decision through online social
network, particularly Facebook. The customers ranked in order of importance
relative advantage, trust, perceived risk, compatibility as the factors that encouraged
or discouraged them from purchasing product through Facebook. Sharma and
Rehman (2012)find that positive or negative information about a product or a brand
available on the Social Media has significant overall influence on consumers
purchase behaviour. The customers spread positive word of mouth through social
media.
 3.8 Pietro and Eleonora Pantano(2012)
investigate to what extend social networks, as Facebook, influence consumer ' s
purchasing decision. They find that enjoyment is a key determinant of social
networks usage as tool for supporting the purchasing decision. They also suggest that
consumer's usefulness perception of recommendations and suggestions on products
on Facebook, consumers' enjoyment in the use of the social network Facebook for
information searching on products and brands, and perceived ease of use of the
provided tools influence consumers ' attitude in using the system as supporting tool
for their purchasing decision.

35
 CHAPTER – 4

RESEARCH OBJECTIVE

36
4.1 Objectives of the study

It is truly said that “A study without objectives is like a tree without roots”. In
any area of research, the first and the foremost task is to decide and define the
objectives of the research i.e. the reason why the research study should be
conducted. A research study may have many objectives, but all these
objectives revolve around one major objective, which is the focus of the
study. In this study, the prime objective is to identify the opportunities and
challenges of the marketing through the social networking sites. This study is
based on studying the emergence of social networking sites as an efficient
marketing tool.

In order to pursue the afore-mentioned prime objective, some allied objectives

have also been identified which are as follows:-

i. To figure out the profile of users of social networking sites.

ii. To study the trends and shifts in the marketing practices from traditional
marketing to online marketing.

iii. To find out the opportunities available to the marketers in marketing

through social networking sites.

iv. To study the challenges faced by the marketers adopting social

networking sites as their marketing tool.

v. To study the scope of social networking sites to be used as a marketing tool.

37
 CHAPTER – 5

RESEARCH
METHODOLOGY

38
5.1 RESEARCH METHODOLOGY

5.1.1 Exploratory Research: Exploratory research design is research design conducted

for a problem
That has not clearly defined. It often occurs before we know enough to make conceptual
distinctions. Exploratory research helps determine the best research design data
collection method and selection of subject.
Exploratory research often relies on secondary research such as receiving available
literature and data or qualitative approaches, such as informal discussions with
consumers, employees, management or competitors.

5.2 Conclusive Research:

5.2.1 Descriptive Research Design: Descriptive research is a study design to

depict the participants in an accurate way. More simply put, descriptive research is
all about describing people who take part in the study.

5.2.2 Causal Research Design: Causal research is conducted in order to identify the
extent and nature of cause and effect relationship. Causal research can be
conducted in order to assess impact of specific changes on existing norms,
various processes etc. Experiments are the most popular primary data collection
methods in studies with causal research design.

5.3 METHODS OF DATA COLLECTION

5.3.1 Primary Data:

Primary data is defined as the first time data collected. It is new in nature. This type of
data is collected directly from the source of information. The techniques, which are
involved in collecting the primary data, are personal interview, surveys, questionnaire
etc. in my report I have collected data by personal interview and questionnaire.

5.3.2 Secondary Data:

Secondary data is that type data which somebody else had collected and which had
already been passed through the statically process. This indirect information of the data
from sources containing past and present information is collected from newspapers,

39
journals, business manuals, pamphlets magazines etc. in my report I have also collected
information from pamphlets and newspapers.

5.4 RESEARCH INSTRUMENTS:

To collect the required information a questionnaire was used as a research vehicle

structured non-disguised questionnaire was prepared as research instrument. Care was
taken to put questions related to the subject. The questionnaire contain close ended
questions and multiple choice questions

5.5.NATURE OF DATA

The data is primary in nature as it is collected with direct interface with the respondents
who are the existing customer of the organization.

5.6 SOURCES

The data was collected through a medium of questionnaire from subscribers of the
company and students

5.7 TYPE OF THE RESEARCH

The research is descriptive in nature and aims at finding the last alternative amongst the
given set of options.

5.8 SAMPLE SIZE

Some limited number of customer denotes the overall customer point of view.

The respondents were from the database provided by the edu4sure, they are the existing
customers.

5.8 SAMPLING METHOD Judgmental sampling is done on the population by making

a survey regarding their point of view on edu4sure services and subscription.

40
 CHAPTER – 6

DATA ANALYSIS
&
DATA INTERPRETATION

41
 Data analysis and data interpretation

Fig 1.8

According to the above mentioned data, out

of 100% people: 60% of people are male
And other 39.4% people prefer are female

Fig 1.9

42
 According to the above mentioned data, out
of 100% people: 90.9% of people are age
group of 20-30 whereas 6.1% people are of
15-20

Fig 2.0

According to the above mentioned data, out

of 100% people: 75.8% of people live in
urban area
And other 24.2% people lives in rural area

Fig 2.1

According to the above mentioned data, out of 100% people 51.5% of people use
more than 4 hours on social media whereas 27.3% of people uses 3-4 hours and
12.1% uses 1-2 hours and 9.1% uses less than 1 hour

43
Fig 2.2

According to the above mentioned data, out of 100% people: 66, 7% of people uses
Instagram 24.2% of people uses facebook, 6.1% of people uses twitter and 3% of
people uses linkedin

Fig 2.3

According to the above mentioned data, out of 100% people 72, 7% of people have done

Online courses where as 24.2% haven’t done.

44
 Fig
2.4

According to the above mentioned data, out of 100% people 21.2% people (give rating of 5
) rely on social media for online courses 18.2% (rating of 4) 39.4% (rating of 3 )

Fig 2.5

According to the above mentioned data, out of 100% people 55.5% chooses edu4sure
for online learning where as 33.3% select courser and 18.2% chooses udemy

45
 Fig 2.6

According to the above mentioned data, out of 100% people 24.2% give 5
ratings to edu4sure 30.3% of people rate 4 , 27.3% rated 3 , 9.1% rated 2 and
9.1% rated 1

Fig 2.7

According to the above mentioned data, out of 100% people 27.3 % of people will take future

Courses from edu4sure, 18.2% have denied and 54.5% have said maybe

46
Fig 2.8

According to the above mentioned data, out of 100% people 45% of people like to
receive email notification for upcoming courses where as 24.2% of people like other
social media post 18.2% of people wants through whatsapp and 12.2% through text
message

47
 DEMOGRAPHY OF THE RESPONDENTS

In the study, it was found that a large part of the respondents (100+ people ) were from
the age group of 21 to 35 years. Second largest cluster was 35 to 50 years age group.
Interestingly the younger lot i.e. respondents from age group 15 to 20 years were only 17
percent of the total respondents.

Male respondents form the largest part of the total respondents. Their female counterpart
only formed 34 percent of the total population. The largest part of the respondents were
self employed whereas the students,

As consumers continue to perform more and more of their activities online, social
networking techniques, to include email marketing, have assumed an increasingly
important role in their daily lives. The sheer volume of using campaign through email,
Facebook, google AdWords & AdSense is useful for E-commerce industrial growth and
social media used as a marketing too in India. To manage this increase in online activity,
consumers are moving through their social media engine more quickly, looking not only
for the information and benefits but also for new updates, profit, quality and easily
available in services they need and want. Additionally, up to 25% of the Indian
population is accessing their social networking sites with hand-held devices, not only for
shopping or services but also for new updates on it.
So how do E-Commerce marketers break through the clutter to efficiently and
effectively improve results? The key to success in this complex environment is using
relevance-enhancing tactics.
Here are 12 proven tactics that can help any marketer advance the relevance
of their social media marketing messages and improve results. You will learn
how to:
 Benefit from the impact that short-burst and attractive communications
are having on our society.
 Understand and use subscriber behavior and
engagement as the primary tool for deciding future
48
 social media campaign messaging and offers.
 By analyzing the campaign results on the basic
of CTR, bounce rate, Likes, impressions, spend
& earnings also by the queries & feedbacks.
 Use Social media analyzing tools which is available for free.
 Leverage the relationship that engagement and relevancy have on your
sender reputation and message delivery.
 Use visitor Website behavior and analytics to improve
message relevancy. Test to better control the impact of
messaging on future success.
 Develop content and subject lines that are more effective.
 Apply social networking techniques to improve your company's
relevance with social media subscribers.
 Drive subscriber acquisition and optimize search

49
CHAPTER-7

CONCLUSION

50
CONCLUSION

At the heart of any Business are Customers, and Social networking

represents an opportunity to build even more mutually rewarding and
candid relationships with those Customers. But for organizations to realize
tangible business benefits, they need to find better ways to plan, manage,
and measure their social networking efforts. Social media deals with
engaging the customers & vendors and maintaining a bridge between these
two. With the advent of internet and ongoing changes in Consumer
Behaviour, last decade has witnessed revolutionary growth in E-Commerce
and E Business in India because of significant use of Social media
marketing tools.
Social marketing uses the benefits and of doing social good to secure and
maintain customer engagement. In social marketing the distinguishing
feature is therefore its "primary focus on social good, and it is not a
secondary outcome. Not all public sector and not-for-profit marketing is
social marketing.
Increasingly, social marketing is being described as having "two parents"—a "social parent"
= social sciences and social policy, and a "marketing parent" = commercial
and public sector marketing approaches.
Public sector bodies can use standard marketing approaches to improve the
promotion of their relevant services and organizational aims. This can be very
important, but should not be confused with social marketing where the focus
is on achieving specific behavioral goals with specific audiences in relation to
different topics relevant to social good (e.g.: health, sustainability, recycling,
etc.) There is no escaping social media these days, either for individuals or for
businesses.
Today, it is impossible to separate social media from the online world. The
social media conversation is no longer considered a Web 2.0 fad -- it is taking
place in homes, small businesses and corporate boardrooms, and extending its
reach into the nonprofit, education and health sectors. From feeling
excitement, novelty, bewilderment, and overwhelmed, a growing number of
51
 people now speak of social media as simply another channel or tactic.
Blogging can have a very positive effect on your Company’s branding
growth. As per the Hubspot report, Customers with blogs gathered 68% more
leads than customers without blogs. It is imperative to understand that today,
social media have exponential potential. They are part of an ever- growing
online network of people who discuss, comment, participate, share and create.
Whether you are an individual, a startup, small business or a large
corporation, an online presence and an ongoing conversation with your
constituents is a baseline requirement --
will take time and expertise. Companies are diverting resources and rethinking their
traditional outreach strategies. And as the social media wave dissipates into the vast
ocean of connected experiences, the term itself will become an entry in dictionaries
and encyclopedias and we will embark on a new era of knowledge, accessibility and
experiences unbound by distance, time or physical walls. It is high time that every
business adopts social media and takes it seriously.

52
 CHAPTER-8

RECOMMENDATIONS

RECOMMENDATIONS

From this report it can be concluded that social media presence is inevitable in the coming
years. Not only that social media is useful as a marketing tool, it has become the order of the
day to be present in social media. Therefore this report recommends all kind of
businessessmall scale, large scale, business to business clients, business to consumer clients,
manufacturing industries and so on to be actively present in the social media. An important
fact to be kept in mind in this context is that most social networking sites have a cyclic
growth. It starts from minimum, attains a maximum and goes down to a minimum again.
Thus, this is the perfect time to invest time and resource in popular social media sites such as
Facebook, Twitter and LinkedIn. Owing to the relatively small amount of investment, it is not
a high risk investment as the usage of social media will come to a minimum only gradually.
In comparison with traditional advertisements, social media marketing caters to a more
focussed group of people and thus can yield better results. This does not mean that companies
should stop using traditional media and start using online and social media alone for
advertisements. This may result in disastrous results. An important thing to be kept in mind is
that when we say one in every seven people are on Facebook, there can be millions of
duplicate accounts and almost half of the total number of accounts is not being accessed
53
every day. This limits the chances of meeting new prospects and thereby causes a hindrance
for generating new business leads. Also still the remaining people of the world are relying on
traditional media which means that we can’t ignore them. Therefore the best solution is to
combine both traditional and social media for marketing (Wakolbinger, 2009). This will
bridge the gap between those people who are active on social media sites and those who are
still relying on traditional media. Companies must be careful in selecting particular adverts
for particular media. A company which sells clothes may have to rely on social media for 44 |
P a g e advertising their clothes for people of the age group 15-50 whereas they still have to
depend upon traditional advertisements like TV, radio and print media for the rest of the age
group population. Thus effective combination of social media adverts and traditional adverts
will result in better results. The online presence of firms must be frequently updated and it
must be linked with each other and with the company website. It must be maintained well and
only relevant posts must be updated. Small businesses should embrace this wonderful
technology and reap the benefits of being on the social media for marketing.

CHAPER-8

LIMITATIONS IN THE STUDY

54
 LIMITATIONS IN THE STUDY

No research would be a fool proof, 100% error free with the time/ money constraints and
within the limited resources. My research study was no exception . I too had my own set of
problems in terms of price, availability and with the fact that I was a first timer in this field.

• The first limitation could be the fact that respondent opinion. Depth interview and all the
Descriptive study were conducted on a sample size of 50+. Though these techniques were
conducted to unearth it still could be limited. Study is confined to only a few specified areas
of NCR and is not comprehensive study of the customers of Outlook magazine all over Delhi
NCR.

• There are limited areas covered under this survey due to covid 19

55
• Lack/unavailability of data about subscription of various online certification courses as this
is confidential in nature.

BIBLIOGRAPHY

BOOKS:

 Marketing Management, Philip Kotler & Keller

 Business research, Cooper & Schindler

Advertising and promotion, George Belch & Michael Belch

WEBSITES
56
• A Literature Review on the Business... (PDF Download Available). Available from:
https://www.researchgate.net/publication/236152792_A_Literature_Review_on_the_
Business_Impacts_of_Social_Network_Sites [accessed Apr 15 2018].

• Social Media Marketing: A Literature... (PDF Download Available). Available from:

https://www.researchgate.net/publication/310473000_Social_Media_Marketing_A_Li
terature_Review_and_Implications_IMPLICATIONS_OF_SOCIAL_MEDIA_MAR
KETING [accessed Apr 16 2018].

• www.business-standard.com

• www.wikipedia.org

• 84 Harvard Business Review December 2010

• www.google.com

• 80 Harvard Business Review December 2010

• 28 Harvard Business Review March 2011

• Washington post social reader

• Kaplan, Andreas M.; Michael Haenlein (2010). "Users of the world, unite! The
challenges

• and opportunities of Social Media". Business Horizons 53 (1): 59–68.

http://www.sciencedirect.com/science/article/B6W45-4XFF2S0-

• http://www.socialmediaexaminer.com/3-new-studies-prove-social-media-
marketinggrowth/# more-2583

• Social Media Marketing by www.wikipedia.com

Annexure

57
 QUESTIONAIRE

Name: ………………………………………………………..
Sex: …………………………….
Age: ……………………………
Occupation: …………………………………………………
E-mail Id:

Q1. Gender
a) Male
b) Female
c) Prefer not to say

Q2. Age Group

a) 15-20
b)20-20
c) 30-40
d)40-50

Q3. Which area do you live in?

a) Rural
b) Urban

Q4. How much time in the day do you spend on social media?
a) less than 1 hour
b) 1 hour- 2 hour
c) 3 hour- 4 hour
d) more than 4 hours

58
Q5. Which social media platform do you use the most?

a) Twitter
b) Facebook
c) LinkedIn
d) Instagram
Q6. Have you ever done any online courses on online learning platforms?

a) Yes
b) N0
Q7. How often do you rely on the recommendations on social media for any online
courses?

a) 1
b) 2
c) 3
d) 4
e) 5
Q8. If yes which online platform did you choose?

a) Demy
b) Coursera
c) Edu4sure
d) Khan academy
Q9. If edu4sure, Rate your experience.

a) 1
b) 2
c) 3
d) 4
e) 5
Q10. Will you take any further courses and services from edu4sure?

a) Yes
b) No
c) Maybe
Q11. How would you like to be notified about our upcoming courses and events?
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 a) Text message
b) E-mail
c) What’s app
d) Through other social media posts
Q12. Any feedback you would like to give regarding our services and experience?

60