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Chapter 1
INTRODUCTION
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1.1 Introduction to the social media
Social media
Social media has been around since humans began to communicate. One of the
first signs of human social media was cave wall paintings. Some of the
earliest forms of social media were not digital. According to the Merriam-
Webster dictionary, the word social is "of or relating to human society,
the interaction of the individual and the group, or the welfare of human
beings as members of society. The word media means a medium of cultivation,
conveyance, or expression. Media is also a plural form of medium and a
medium is a particular form or system of communication." Some of the
earliest forms of social media were primitive and did not involve a
computer, but did involve some type of technology to convey the message.
Cave paintings were created using pigments, "Ancient peoples decorated
walls of protected caves with paint made from dirt or charcoal mixed with
spit or animal fat. In cave paintings, the pigments stuck to the wall
partially because the pigment became trapped in the porous wall, and
partially because the binding media (the spit or fat) dried and adhered the
pigment to the wall (Ages)." All living things communicate to each other in
some way or another, but humans leave lasting impressions intentionally. A
fossil leaves an impression, but it doesn't do it on purpose or do it by
using technology. Communication and networking (network in the sense of the
word to purposefully interact with others) are vital to our survival and
our history. The cave paintings of Lascaux are estimated to be up to 20,000
years old. As mentioned on the MET website, "most of the paintings are
located at a distance from the cave's entrance, and many of the chambers
are not easily accessible. This placement, together with the enormous size
and compelling grandeur of the paintings, suggests that the remote chambers
may have served as sacred or ceremonial meeting places (Tedesco)."
Social media refers to interaction among people in which they create,
share, and/or exchange information and ideas in virtual communities and
networks.
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." Furthermore, social media depend on mobile and web-
based technologies to create highly interactive platforms through which
individuals and communities share, co-create, discuss, and modify user-
generated content. They introduce substantial and pervasive changes to
communication between organizations, communities, and individuals.
http://en.wikipedia.org/wiki/Virtual_communityhttp://en.wikipedia.org/wiki/Virtual_networkhttp://en.wikipedia.org/wiki/Andreas_Kaplanhttp://en.wikipedia.org/wiki/Web_2.0http://en.wikipedia.org/wiki/User-generated_contenthttp://en.wikipedia.org/wiki/User-generated_content
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Social media differ from traditional/industrial media in many ways,
including quality, reach, frequency, usability, immediacy, and permanence.
There are many effects that stem from internet usage. According to Nielsen,
internet users continue to spend more time with social media sites than any
other type of site. At the same time, the total time spent on social media
in the U.S. across PC and mobile devices increased by 37 percent to 121
billion minutes in July 2012 compared to 88 billion minutes in July 2011.
For content contributors, the benefits of participating in social media
have gone beyond simply social sharing to building reputation and bringing
in career opportunities and monetary income, as discussed in Tang, Gu, and
Whinston (2012).
Geocities, created in 1994, was one of the first social media sites. The
concept was for users to create their own websites, characterized by one of
six "cities" that were known for certain characteristics.
1.2 Classification of social media
Social media technologies take on many different forms including magazines,
Internet forums, weblogs, social blogs, microblogging, wikis, social
networks, podcasts, photographs or pictures, video, rating and social
bookmarking. Technologies include blogging, picture-sharing, blogs, wall-
posting, music-sharing, crowdsourcing and voice over IP, to name a few.
Social network aggregation can integrate many of the platforms in use.
By applying a set of theories in the field of media research (social
presence, media richness) and social processes (self-presentation, self-
disclosure), Kaplan and Haenlein created a classification scheme in their
Business Horizons (2010) article, with seven different types of social media:
1. collaborative projects (e.g., Wikipedia)
2. blogs and microblogs (e.g., Twitter)
3. Social news networking sites (e.g., Digg and Leakernet)
4. content communities (e.g., YouTube and DailyMotion)
5. social networking sites (e.g., Facebook)
6. virtual game-worlds (e.g., World of Warcraft) 7. virtual social worlds (e.g., Second Life)
However, the boundaries between the different types have become
increasingly blurred. For example, Shi, Rui and Whinston (2013) argue that
Twitter, as a combination of broadcasting service and social network,
classes as a "social broadcasting technology".
http://en.wikipedia.org/wiki/Reach_%28advertising%29http://en.wikipedia.org/wiki/Geocitieshttp://en.wikipedia.org/wiki/Internet_forumhttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Social_blogginghttp://en.wikipedia.org/wiki/Microblogginghttp://en.wikipedia.org/wiki/Wikihttp://en.wikipedia.org/wiki/Social_networking_serviceshttp://en.wikipedia.org/wiki/Social_networking_serviceshttp://en.wikipedia.org/wiki/Podcasthttp://en.wikipedia.org/wiki/Social_bookmarkinghttp://en.wikipedia.org/wiki/Social_bookmarkinghttp://en.wikipedia.org/wiki/Vloghttp://en.wikipedia.org/wiki/Crowdsourcinghttp://en.wikipedia.org/wiki/Voice_over_IPhttp://en.wikipedia.org/wiki/Social_network_aggregationhttp://en.wikipedia.org/w/index.php?title=Media_research&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Business_Horizons&action=edit&redlink=1http://en.wikipedia.org/wiki/Wikipediahttp://en.wikipedia.org/wiki/Twitterhttp://en.wikipedia.org/wiki/YouTubehttp://en.wikipedia.org/wiki/DailyMotionhttp://en.wikipedia.org/wiki/Facebookhttp://en.wikipedia.org/wiki/World_of_Warcrafthttp://en.wikipedia.org/wiki/Second_Life
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Mobile social media
Mobile social media refers to the combination of mobile devices and social
media. This is a group of mobile marketing applications that allow the
creation and exchange of user generated content. Due to the fact that
mobile social media run on mobile devices, they differ from traditional
social media by incorporating new factors such as the current location of
the user (location-sensitivity) or the time delay between sending and
receiving messages(time-sensitivity). According to Andreas Kaplan, mobile
social media applications can be differentiated among four types:
1. Space-timers (location and time sensitive): Exchange of messages with
relevance for one specific location at one specific point in time
(e.g., Facebook Places; Foursquare)
2. Space-locators (only location sensitive): Exchange of messages, with
relevance for one specific location, which are tagged to a certain
place and read later by others (e.g., Yelp; Qype)
3. Quick-timers (only time sensitive): Transfer of traditional social
media applications to mobile devices to increase immediacy (e.g.,
posting Twitter messages or Facebook status updates)
4. Slow-timers (neither location, nor time sensitive): Transfer of
traditional social media applications to mobile devices (e.g.,
watching a YouTube video or reading a Wikipedia entry)
Internet usage effects
An increasing number of scholars have sought to study and measure the
impact of social media. A 2010 study by the University of Maryland
suggested that social media services may be addictive, and that using
social media services may lead to a "fear of missing out," also known as
the phrase "FOMO" by many students. It has been observed that Facebook is
now the primary method for communication by college students in the U.S.
According to Nielsen, global consumers spend more than six hours on social
networking sites. "Social Media Revolution" produced by Socialnomics author Erik Qualman contains numerous statistics on social media including the
fact that 93% of businesses use it for marketing and that if Facebook were
a country it would be the third largest. Several colleges and universities
such as Harvard, Johns Hopkins, Columbia and Stanford among others have
even introduced classes on best social media practices, preparing students
for potential careers as digital strategists.
There are various statistics that account for social media usage and
effectiveness for individuals worldwide. Some of the most recent statistics
are as follows:
http://en.wikipedia.org/wiki/Andreas_Kaplanhttp://en.wikipedia.org/wiki/Facebook_Placeshttp://en.wikipedia.org/wiki/Foursquarehttp://en.wikipedia.org/wiki/Yelp,_Inc.http://en.wikipedia.org/wiki/Qypehttp://en.wikipedia.org/wiki/Twitterhttp://en.wikipedia.org/wiki/Facebookhttp://en.wikipedia.org/wiki/YouTubehttp://en.wikipedia.org/wiki/Wikipediahttp://en.wikipedia.org/wiki/Erik_Qualman
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o Consumers continue to spend more time on social networks than on any
other category of sitesroughly 20 percent of their total time
online via personal computer (PC), and 30 percent of total time
online via mobile.
o Total time spent on social media in the U.S. across PCs and mobile
devices increased 37 percent to 121 billion minutes in July 2012,
compared to 88 billion in July 2011.
o Facebook remains the most-visited social network in the U.S. via PC
(152.2 million visitors), mobile apps (78.4 million users) and mobile
web (74.3 million visitors), and is multiple times the size of the
next largest social site across each platform.
o 51% of people aged 2534 used social networking in the office, more
than any other age group.
o On average, 47% of social media users engage in social care.
o While the computer is still the primary device used to access social
media despite dropping 4% in usage in 2012, the last year saw a
significant increase in usage, most notably through tablets from 3%
to 16%, internet enabled TVs from 2% to 4%.
o As of 2012, Facebook has 152,226,000 unique PC visitors and
78,388,000 unique mobile app visitors. Twitter reported 37,033,000
unique PC visitors and 22,620,000 unique mobile app visitors.
Pinterest reported 27,223,000 unique PC visitors and 14,316,000
unique mobile web visitors. Google+ reported 26,201,000 unique PC
visitors and 9,718,000 unique mobile app visitors.
o A total of 234 million people age 13 and older in the U.S. used
mobile devices in December 2009.
o Twitter processed more than one billion tweets in December 2009 and
averages almost 40 million tweets per day.
o Over 25% of U.S. Internet page views occurred at one of the top
social networking sites in December 2009, up from 13.8% a year
before.
o Australia has some of the highest social media usage in the world. In
usage of Facebook, Australia ranks highest, with over nine million
users spending almost nine hours per month on the site.
o Twitter has risen as the go to site for customer support in 2013,
while Email's usage has decreased by 7%.
o 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.
o As of May 2012 Facebook has 901 million users.
o Social media has overtaken pornography as the No. 1 activity on the
web.
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o In June 2011, it was reported that iPhone applications hit one
billion in nine months, and Facebook added 100 million users in less
than nine months.
o In June 2011, it was also reported that U.S. Department of Education
study revealed that online students out-performed those receiving
face-to-face instruction.
o YouTube is the second largest search engine in the world.
o In four minutes and 26 seconds 100+ hours of video will be uploaded
to YouTube.
o One out of eight couples married in the U.S. last year met via social
media according to statistics released June 2011.
o One in six higher education students are enrolled in an online
curriculum.
o In November 2011, it was reported Indians spend more time on social
media than on any other activity on the Internet.
o 1 in 5 divorces have been blamed on Facebook.
o In a study conducted by the Masdar Institute of Science and
Technology in Abu Dhabi, it was found that on average, any individual
is just 12 hours of separation from another around the world, using
social networking sites.
In a study titled "Mastering the Art of Social Media," the researcher found
that online communication has become a central part in the communication of
political actors. In the study, Klinger focuses on Switzerland, where
broadband, internet use, and media literacy are among the highest in the
world, and how all major political parties in Switzerland run their own
websites and social media sites.
1.3 Purchase intention
Purchase intention is defined as an intent to procure a specific
merchandise or service in the future. It involves financial and
quantitative planning which purpose is to save considerable cost for the
company.
1.4 Objectives of the study
Primary objective:
To analyse the customers purchase intention.
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Secondary objective:
To know what age group use social media more.
To know whether people buy products based on the reviews from social
media.
To know how much time people spend on social media every day.
To find whether social media helps people to find their desired
products.
To find whether online shopping has surpassed offline shopping.
1.5 Scope of the study
The study is mainly to find out the purchase intention of customers
due to the effect of social media.
1.6 LIMITATION OF THE STUDY
Due to lack of time, the survey is taken only from 60 peoples only.
The study is based on the prevailing customers satisfaction. But
the customers satisfaction may change according to time, fashion,
technology development and trend etc.,
The data collected depends up to the consumer.
Only Chennai city is consider as research area.
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CHAPTER 2
RESEARCH METHODOLOGY
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2.0 RESEARCH DESIGN:
Research design to framework or plan for a study that guides the collection
and analysis of data. A typical research design of a company basically
tries to resolve the following issues:
Determining Data sources
Determining Primary Data Collection Methods
Developing Questionnaire
Determining Sampling Plan
2.1 DATA COLLECTION:
The data are collected from two different methods namely:
Primary data
Secondary data
PRIMARY DATA:
The data collected is the first hand data i.e. it is collected from
the customers directly using Questionnaire method.
SECONDARY DATA:
The data collected is the second hand data i.e. it is not collected
from the customers directly but they collect from internet.
2.2 DATA COLLECTION METHODS:
Visited the people directly & gathered information required for the
questionnaire.
2.3 PERIOD OF THE STUDY:
The study was conducted during the academic year 2013-2014.
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2.4 SAMPLING PROCEDURE:
It was proposed to contact 60 samples residing in and around Chennai.
2.5 RESEARCH INSTRUMENT:
Questionnaire is the research instrument used for the study. A questionnaire
consists of a set of questions which gives the respondents more flexibility
in terms of data and get an idea of important unknown data that can be
collected through their behaviour.
2.6 TYPE OF QUESTIONNAIRE:
CLOSED-ENDED QUESTIONS
CLOSED ENDED QUESTIONS:
Questions can be multiple-choice or scaling questions.
A closed ended questions has the respondents pick and answer from a given
no. of options.
The response options for a closed ended questions should be exhaustive and
mutually exclusive.
2.7 TYPES OF SAMPLING Simple random sampling
Systematic sampling
Stratified sampling
Cluster sampling
Simple random sampling: In a simple random sample of a given size, all such subsets of the frame are
given an equal probability. Each elements of the frame thus has an equal
probability of selection: the frame is not subdivided or partitioned.
Furthermore, any given pair of elements has the same chances of selection as
any other such pair [and similarly for triples, and so on]. This minimizes
bias and simplifies analysis of results. In particular the variable between
individual results within the sample is a good indicator of variance in the
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overall population, which makes it relatively easy to estimate the accuracy
of results.
Systematic Sampling: Systematic sampling relies on arranging the target population according to
some ordering scheme and then selecting elements at regular intervals through
that ordered list. Systematic sampling involves a random start and then
precedes with the selection of every kith elements from the telephone
directory [an every 10th sample also referred to as sampling with a skip
of 10].
Stratified sampling: Where the population embraces a number of distinct categories, the frames
can be organized by these categories in to separate strata Each stratum
is then sampled as an independent sub-population, out of which individual
elements can be randomly selected.
Cluster sampling: Sometimes it is more cost-effective to select respondents in groups sampling
is often clustered by geography, or by time periods.
Sample used: The sampling size we have used here is simple random sampling.
Sample size is 60.
2.8 Statistical analysis:
Statistical tools are used for analysing and for interpreting the data with
the help of pictorial representation.
1. Post hoc analysis
2. Anova
3. Chi-square test
4. T-test
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REPORT WRITING:
Report writing is the end product of the research activity.
In the report, the evidence and findings are presented in such a way that it
is really understood, assessed by the reader and enables him to validity of
the conclusion.
REPORT PRESENTATION:
After the analysis of the data using statistical techniques, the finding and
suggestions are presented in the form of report.
CHART:
To represent the collected data in the pictorial form the charts which are
used in this study are:
Pie- diagram
PIE DIAGRAM:
A pie-diagram is a pictorial representation data with several divisions in
a circular form.
It consists of circles sub-divided into several sectors by radius.
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CHAPTER 3
RESPONDENTS PROFILE
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3.1 Gender of the respondents:
Gender:
Table No: 3.1.1
Frequency Percent
Valid
Percent
Cumulative
Percent
Male 42 70.0 70.0 70.0
Female 18 30.0 30.0 100.0
Total 60 100.0 100.0
Figure: 3.1.1.1
Inference:
The chart represents that out of 60 respondents 70% of them
are male
30% of them are female
Male
70%
Female
30%
GENDER
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3.2 Age of the respondents:
AGE:
Table no: 3.2.1
Frequency Percent
Valid
Percent Cumulative Percent
18-24 46 76.7 76.7 76.7
25-30 10 16.7 16.7 93.3
31 &
above 4 6.7 6.7 100.0
Total 60 100.0 100.0
Figure no: 3.2.1.1
Inference:
76% of the respondents are from the age between 18-24
17% of the respondents are from the age between 25-30
7% of the respondents are from the age of 31 & above
76%
17%7%
Age
18-24 25-30 31 & above
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3.3 Educational qualification of the respondents:
Educational qualification:
Table no: 3.3.1
Frequency Percent Valid
Percent Cumulative Percent
UG 42 70.0 70.0 70.0
PG 18 30.0 30.0 100.0
Total 60 100.0 100.0
Figure no: 3.3.1.1
Inference:
70% of the respondents are completed or undergoing their under
graduate courses
30% of the respondents are completed or undergoing their post
graduate courses
70%
30%
Education
UG PG
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3.4 Occupation of the respondents:
Occupation:
Table no: 3.4.1
Frequency Percent
Valid
Percent
Cumulative
Percent
student 35 58.3 58.3 58.3
employee 21 35.0 35.0 93.3
business 4 6.7 6.7 100.0
Total 60 100.0 100.0
Figure no: 3.4.1.1
Inference:
58% of the respondents are students
35% of the respondents are working & 7% are doing business
58.3
35
6.70
10
20
30
40
50
60
70
Student Employee Business
Occupation
Occupatio
n
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CHAPTER 4
FINDINGS OF THE STUDY - 1
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4.1 Visiting social media sites:
Table no: 4.1.1
Do you visit social media site
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes 51 85.0 85.0 85.0
No 9 15.0 15.0 100.0
Total 60 100.0 100.0
Figure no: 4.1.1.1
Inference:
85% of the respondents visit social media site
15% of the respondents will not visit social media site
Visiting social media sites
Yes No
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4.2 social helps you to find your desired product:
Table no: 4.2.1
Figure no: 4.2.1.1
Inference:
72% of the respondents says that social media helps them to find
their desired product
28% of the respondents says that social media does not help them to
find their desired product
Yes
No
SOCIAL MEDIA HELP TO FIND YOUR DESIRED PRODUCT
Does the social media help you to find the desired product
Frequency Percent
Valid
Percent Cumulative Percent
Yes 43 71.7 71.7 71.7
No 17 28.3 28.3 100.0
Total 60 100.0 100.0
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4.3 Influencing to use a particular site:
Table no: 4.3.1
Figure no: 4.3.1.1
Inference:
80% of the respondents will influence their friends to use a
particular site
20% of the respondents will not influence their friends to use a
particular site
Yes
80%
No
20%
Infuencing your friend
Yes No
Will you influence your friend to use a particular site
Frequency Percent
Valid
Percent Cumulative Percent
Yes 47 80.0 78.3 78.3
no 12 20.0 20.0 98.3
Total 60 100.0 100.0
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4.4 Following brand news & posts:
Table no: 4.4.1
will you follow and read the brand news and posts from the social
media site page
Frequency Percent
Valid
Percent Cumulative Percent
Strongly
disagree 4 6.7 6.7 6.7
Disagree 6 10.0 10.0 16.7
Neutral 19 31.7 31.7 48.3
Agree 27 45.0 45.0 93.3
strongly
agree 4 6.7 6.7 100.0
Total 60 100.0 100.0
Figure no: 4.4.1.1
Inference: 45% of the respondents agree that follow brand news and posts from
social media
32% of the respondents are neutral & 10% disagree that they dont
follow brand news and posts from social media
7% of them strongly agree and disagree that they follow & dont
follow brand news and posts from social media
7%
10%
31%
45%
7%
Following brand news & posts
Strongly disagree Disagree Neutral Agree Strongly agree
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4.5 Purchase intention:
Table no: 4.5.1
The comments on social media application would affect your purchase
intention
Frequency Percent
Valid
Percent Cumulative Percent
strongly
disagree 5 8.3 8.3 8.3
disagree 9 15.0 15.0 23.3
neutral 19 31.7 31.7 55.0
agree 18 30.0 30.0 85.0
strongly
agree 9 15.0 15.0 100.0
Total 60 100.0 100.0
Figure no: 4.5.1.1
Inference:
32% of the respondents say that they are neutral on saying that the
comments on social media application would affect your purchase
intention
8%
15%
32%
30%
15%
Purchase intention
Strongly disagree Disagree Neutral Agree Strongly agree
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30% of them agree that the comments on social media application would
affect your purchase intention
15% of them disagree and strongly agree that the comments on social
media application would affect your purchase intention
8% of them strongly disagree that the comments on social media
application would affect your purchase intention
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4.6 Positive opinion:
Table no: 4.6.1
will positive opinion increase your purchase intention
Frequency Percent
Valid
Percent Cumulative Percent
strongly
disagree 6 10.0 10.0 10.0
disagree 5 8.3 8.3 18.3
neutral 16 26.7 26.7 45.0
agree 26 43.3 43.3 88.3
strongly
agree 7 11.7 11.7 100.0
Total 60 100.0 100.0
Figure no: 4.6.1.1
Inference:
43% of the respondents agree that positive opinion will increase the
purchase intention
27% respondents are neutral
Strongly
disagree
Disagree
NeutralAgree
Strongly agree
POSITIVE OPINION TO INCREASE PURCHASE INTENTION
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12% respondents strongly agree that positive opinion will increase
the purchase intention
10% respondents strongly disagree that positive opinion will increase
the purchase intention
8% respondents disagree that positive opinion will increase the
purchase intention
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4.7 Review about purchase intention:
Table no: 4.7.1
Did the review or information motivates you to make purchase intention
Frequency Percent
Valid
Percent Cumulative Percent
strongly
disagree 2 3.3 3.3 3.3
disagree 5 8.3 8.3 11.7
neutral 14 23.3 23.3 35.0
agree 31 51.7 51.7 86.7
strongly
agree 8 13.3 13.3 100.0
Total 60 100.0 100.0
Figure no: 4.7.1.1
Inference:
52% of the respondents agree that the review about a product
motivates their purchase intention
24% respondents are neutral about the review about a product
motivates their purchase intention
13% respondents strongly agree that the review about a product
motivates their purchase intention
3%8%
24%
52%
13%
Review about purchase intention
Strongly disagree
Disagree
Neutral
Agree
Storngly agree
28
8% of the respondents disagree that the review about a product
motivates their purchase intention
3% of the respondents strongly disagree that the review about a
product motivates their purchase intention
29
4.8 Decision making:
Table no: 4.8.1
Do you seek information or opinion to assist you in making decision
Frequency Percent
Valid
Percent Cumulative Percent
strongly
disagree 3 5.0 5.0 5.0
disagree 9 15.0 15.0 20.0
neutral 11 18.3 18.3 38.3
agree 20 33.3 33.3 71.7
strongly
agree 17 28.4 28.4 100.0
Total 60 100.0 100.0
Figure no: 4.8.1.1
Inference:
33% of the respondents agree that they will seek information before
decision making
29% of them strongly that they will seek information before decision
making
5%
15%
18%
33%
29%
Decision making
Strongly disagree Disagree Neutral Agree Storngly agree
30
18% of them are neutral in seeking information before decision making
15% of them disagree that they seek information before decision
making
5% of them strongly disagree that they seek information before
decision making
31
4.9 Dissatisfaction with social media:
Table no: 4.9.1
Are you dissatisfied with any of the social media site
Frequency Percent
Valid
Percent
Cumulative
Percent
strongly
disagree 5 8.4 8.4 8.4
disagree 11 18.3 18.3 26.7
neutral 17 28.3 28.3 55.0
agree 20 33.3 33.3 88.3
strongly
agree 7 11.7 11.7 100.0
Total 60 100.0 100.0
Figure no: 4.9.1.1
9%
18%
28%
33%
12%
Sales
Strongly disagree Disagree Neutral Agree Storngly agree
32
Inference:
33% of the respondents agree that they are dissatisfied with social
media
28% respondents are neutral on dissatisfaction with social media
18% disagree with the dissatisfaction with social media
12% strongly agree that they are dissatisfied with social media
9% strongly disagree that they are dissatisfied with social media
33
4.10 Purchasing product:
Table no: 4.10.1
whom do you purchase product for
Frequency Percent
Valid
Percent
Cumulative
Percent
Business 7 11.7 11.7 11.7
Gift 20 33.3 33.3 45.0
Purchase for
yourself 32 55 55 99
Total 60 100.0 100.0
Figure no: 4.10.1.1
Inference:
55% of the respondents say that they purchase products only for
themselves
33% of the respondents say that they purchase as gift
12% say that they purchase for business purposes
12%
33%55%
Sales
Business Gift Purchase for yourself
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4.11 Tools to live your social life online:
Table no: 4.11.1
what tool is necessary to live you social life online
Frequency Percent
Valid
Percent Cumulative Percent
mobiles 30 50.0 50.0 50.0
blogs 10 16.7 16.7 66.7
videos 10 16.7 16.7 83.3
IM's 2 3.3 3.3 86.7
others 8 13.3 13.3 100.0
Total 60 100.0 100.0
Figure no: 4.11.1.1
Inference: 50% of them say mobiles is the necessary tool to live their social
life online
17% of them say that videos and blogs are the tools that necessary to
live their social life online
13% of them have chosen others option
3% of them say IM is the tool necessary to live their social life
online
Mobiles
50%
Blogs
17%
Videos
17%
IM's
3%
Others
13%
SALES
35
4.12 Media influence:
Table no: 4.12.1
how social media lead to a change in you
Frequency Percent
Valid
Percent
Cumulative
Percent
Building awareness 21 35.0 35.0 35.0
Motivation 22 36.7 36.7 71.7
Helping people take
action 5 8.3 8.3 80.0
Customizing
messages 8 13.3 13.3 93.3
None of these 4 6.7 6.7 100.0
Total 60 100.0 100.0
Figure no: 4.12.1.1
Inference:
37% of the respondents say that social media lead to a change in
motivation
35% of them say its building awareness among people
13% of them say it is customizing messages
8% of them say it help people to take action
7% of them chosen none of these
Building
awareness
Motivation
Helping people
take action
Customizing
messages
None of these
MEDIA INFLUENCE
36
4.13 Networker:
Table no: 4.13.1
what kind of networker are you
Frequency Percent
Valid
Percent
Cumulative
Percent
Essentiali
st 9 15.0 15.0 15.0
Consumer 32 53.3 53.3 68.3
Commenter 8 13.3 13.3 81.7
Promoter 8 13.3 13.3 95.0
Early
adapter 3 5.0 5.0 100.0
Total 60 100.0 100.0
Figure no: 4.13.1.1
Inference:
57% of the respondents are consumer
14% are commenter & promoter
9% of them are essentialist & 6% are early adapter
9%
57%
14%
14%6%
Sales
Essentialist
Consumer
Commenter
Promoter
Early adapter
37
4.14 Shopping:
Table no: 4.14.1
Has your online shopping surpassed your offline shopping
Frequency Percent
Valid
Percent Cumulative Percent
Yes 29 48.3 48.3 48.3
No 31 51.7 51.7 100.0
Total 60 100.0 100.0
Figure no: 4.14.1.1
Inference:
48% of the respondents say that online shopping has surpassed offline
shopping & 53% say no
Yes
48%No
52%
Sales
Yes
No
38
4.15 Time spent:
Table no: 4.15.1
how much time do you spend on networking sites
Frequency Percent
Valid
Percent
Cumulative
Percent
less than 1hr 28 46.7 46.7 46.7
1hr to 2 hr 16 26.7 26.7 73.3
more than 2hr 16 26.7 26.7 100.0
Total 60 100.0 100.0
Figure no: 4.15.1.1
Inference:
46% of the respondents spends less than time on networking sites
27% of them spends 1HR to 2HR and more than 2HR on networking sites
46%
27%
27%
Time spent
Less than 1HR
1HR to 2HR
More than 2HR
39
4.16 Money spent:
Table no: 4.16.1
How much have you spent for products after viewing their online
Frequency Percent
Valid
Percent Cumulative Percent
not spent 16 26.7 26.7 26.7
more than 1000 or
less than 2000 27 45.0 45.0 71.7
more than 2000 17 28.3 28.3 100.0
Total 60 100.0 100.0
Figure no: 4.16.1.1
Inference:
45% of the respondents had spent more than 1000 or less than 2000 in
online shopping
28% of the respondents had spent more than 2000 in online shopping
27% of the respondents have not bought anything in online shopping
26.7
45
28.3
Not spent
more than 1000 or less than 2000
More than 2000
0 5 10 15 20 25 30 35 40 45 50
Sales
Sales
40
4.17 Buying a product online:
Table no: 4.17.1
Would you buy a product solely because of the ad viewed online
Frequency Percent
Valid
Percent Cumulative Percent
Yes 31 53.3 53.3 53.3
No 29 46.7 46.7 100.0
Total 60 100.0 100.0
Figure no: 4.17.1.1
Inference:
53% of the respondents say that they will buy the products solely by
viewing the ad online and 47% of the respondents say no
53.3
46.7
YES
NO
42 44 46 48 50 52 54
Buying a product online
Buying a product online
41
4.18 Ranking of social networking sites:
Table no: 4.18.1
Ranking Frequency Percent
Valid
Percent
Cumulative
Percent
1 39 65.0 65.0 65.0
2 8 13.3 13.3 78.3
3 5 8.3 8.3 86.7
4 5 8.3 8.3 95.0
5 3 5.0 5.0 100.0
Total 60 100.0 100.0
Table no: 4.18.2
Ranking Frequency Percent
Valid
Percent
Cumulative
Percent
1 8 13.3 13.3 13.3
2 24 40.0 40.0 53.3
3 9 15.0 15.0 68.3
4 8 13.3 13.3 81.7
5 11 18.3 18.3 100.0
Total 60 100.0 100.0
42
Table no: 4.18.3
Flickr
Ranking Frequency Percent
Valid
Percent
Cumulative
Percent
1 1 1.7 1.7 1.7
2 12 20.0 20.0 21.7
3 18 30.0 30.0 51.7
4 16 26.7 26.7 78.3
5 13 21.7 21.7 100.0
Total 60 100.0 100.0
Table no: 4.18.4
Ranking Frequency Percent
Valid
Percent
Cumulative
Percent
1 6 10.0 10.0 10.0
2 6 10.0 10.0 20.0
3 17 28.3 28.3 48.3
4 14 23.3 23.3 71.7
5 17 28.3 28.3 100.0
Total 60 100.0 100.0
Table no: 4.18.5
OLX
Ranking Frequency Percent
Valid
Percent
Cumulative
Percent
1 6 10.0 10.0 10.0
2 11 18.3 18.3 28.3
3 10 16.7 16.7 45.0
4 17 28.3 28.3 73.3
5 16 26.7 26.7 100.0
Total 60 100.0 100.0
43
Inference:
Out of 60 respondents 39 of them ranked Facebook 1st
8 of them ranked twitter 1st
Only one respondent ranked Flickr 1st
6 of them ranked LinkedIn 1st
6 of them ranked OLX 1st
44
CHAPTER 5
FINDINGS OF THE STUDY - 2
45
Oneway Anova:
Table no: 4.19
Table showing the differences between the ages of the respondents and their
positive opinion to increase their purchase intention.
ANOVA
Age of the respondents:
Sum of
Squares df
Mean
Square F Sig.
Between
Groups
1.349 4 .337 .963 .435
Within
Groups
19.251 55 .350
Total 20.600 59
AGE:
will positive opinion increase your
purchase intention N
Subset for
alpha =
0.05
1
neutral 16 1.1250
strongly disagree 6 1.1667
disagree 5 1.2000
agree 26 1.3846
strongly agree 7 1.5714
Sig. .181
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 8.190.
b. The group sizes are unequal. The harmonic mean of the
group sizes is used. Type I error levels are not
guaranteed.
Null hypothesis:
There is no significant difference between ages of the respondents
and positive opinion to increase their purchase intention.
46
Alternate hypothesis:
There is a significant difference between respondents ages of the
respondents and positive opinion to increase their purchase intention
Calculated value = 0.435
LOS = 0.05
Conclusion:
Since the calculated value is greater than the table value reject
null hypothesis. So we conclude that there is a significant difference
between ages of the respondents and positive opinion to increase their
purchase intention
Graph: 4.19.1
Showing relationship between ages of the respondents and positive opinion
to increase their purchase intention.
47
Table no: 4.20
Oneway Anova:
Table showing differences between Occupation and necessary tools for their
social life.
ANOVA
Occupation
Sum of
Squares df
Mean
Square F Sig.
Between
Groups
1.708 4 .427 1.104 .364
Within
Groups
21.275 55 .387
Total 22.983 59
Occupation
What tool is
necessary to live
you social life
online? N
Subset for
alpha =
0.05
1
blogs 10 1.3000
mobiles 30 1.4000
im's 2 1.5000
others 8 1.6250
videos 10 1.8000
Sig. .230
Means for groups in homogeneous
subsets are displayed.
a. Uses Harmonic Mean Sample Size =
5.825.
b. The group sizes are unequal. The
harmonic mean of the group sizes is
used. Type I error levels are not
guaranteed.
48
Null hypothesis:
There is no significant difference between ages of the respondents
and positive opinion to increase their purchase intention.
Alternate hypothesis:
There is a significant difference between Occupation and necessary
tools for their social life.
Calculated value = 0.364
LOS = 0.05
Conclusion:
Since the calculated value is greater than the table value reject
null hypothesis. So we conclude that there is a significant difference
between Occupation and necessary tools for their social life.
49
Graph: 4.20.1
Showing relationship between Occupation and necessary tools for their
social life.
50
Chi-square test:
Table showing the differences between age and dissatisfaction with any of
social media.
Table no: 4.21
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
AGE: * Are you
dissatisfied with
any of the social
media site ?
60 100.0% 0 .0% 60 100.0%
AGE: * Are you dissatisfied with any of the social media site?
Are you dissatisfied with any of the social media
site?
Total
strongly
disagree
disagre
e neutral agree
strongly
agree
AGE: 18-24 4 9 14 15 4 46
25-30 1 1 1 5 2 10
31 &
above
0 1 2 0 1 4
Total 5 11 17 20 7 60
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 6.535a 8 .588
Likelihood Ratio 8.200 8 .414
Linear-by-Linear
Association
.632 1 .427
N of Valid Cases 60
a. 11 cells (73.3%) have expected count less
than 5. The minimum expected count is .33.
51
Null hypothesis:
There is no significant difference between age and dissatisfaction
with any of social media.
Alternate hypothesis:
There is a significant difference between age and dissatisfaction
with any of social media.
Chi-square test:
There is a significant difference between Occupation and necessary
tools for their social life.
Calculated value = 0.58
LOS = 0.05
Conclusion:
Since the calculated value is greater than table value so reject the
null hypothesis. So we conclude that there is a significant difference
between age and dissatisfaction with any of social media.
52
Correlations:
Table showing the differences between educational qualification and social
media which would lead to change in a person.
Table no: 4.22
Null hypothesis:
There is no significant difference between educational qualification
and social media which would lead to change in a person.
Alternate hypothesis:
There is a significant difference between educational qualification
and social media which would lead to change in a person.
Calculated value = 0.208
LOS = 0.05
Conclusion:
From the above calculation value is greater than the table value reject
the null hypothesis. So we conclude that there is a significant difference
between educational qualification and social media which would lead to
change in a person.
Educational
qualificati
on
How can
social
media or
lead to a
change in
you?
Educational
qualification
Pearson
Correlation
1 -.165
Sig. (2-tailed) .208
N 60 60
How can social
media or lead to a
change in you?
Pearson
Correlation
-.165 1
Sig. (2-tailed) .208
N 60 60
53
T-Test:
Showing relationship between the times spent on networking sites and gender
of the respondents.
Table no: 4.23
Group Statistics
How much time do you
spend on networking
sites? N Mean
Std.
Deviati
on
Std.
Error
Mean
Gender Less than 1hr 28 1.3214 .47559 .08988
Less than 1hr or 2 hr 16 1.3750 .50000 .12500
Independent Samples Test
Levene's
Test for
Equality
of
Variances t-test for Equality of Means
95% Confidence
Interval of the
Difference
F Sig. t df
Sig.(2-
tailed)
Mean
Difference
Std. Error
Difference Lower Upper
Gender Equal
variances
assumed
.446 .508 -.353 42 .726 -.05357 .15182 -.35996 .25282
Equal
variances
not
assumed
-.348 30.056 .730 -.05357 .15396 -.36797 .26083
54
Null hypothesis:
There is no significant difference between the times spent on
networking sites and gender of the respondents.
Alternate hypothesis:
There is a significant difference between the times spent on
networking sites and gender of the respondents.
T-test:
Calculated value = 0.726
LOS = 0.05
Conclusion:
Since the calculated value is greater than table value reject the
null hypothesis. So we conclude that there is a significant difference
between the times spent on networking sites and gender of the respondents.
55
CHAPTER 6
SUMMARY & CONCLUSION
56
5.1 Summary of the findings: Analysis of the data was made in the previous chapters. This chapters
consolidates the finding of the study. The major findings are as follows:
Most of the respondents are male and majority of them are in the age
group of 1824.
Most of the respondents say online shopping has not surpassed offline
shopping
Most of the respondents say social media helps them to find the
desired products
Most of the respondents agree that people buy products from review
Most of the respondents use networking for only less than a hour
5.2 Conclusion
From the analysis it is concluded that social media has its effects on
purchase intention has most of the respondents also buy the products from
the reviews of the products and also makes decision making through social
media.
57
Annexure 1
Questionnaire for effects of social media on purchase
intention AGE: a. 18-24 b. 25-30 c. 31 & above
GENDER: M/F
EDUCATIONAL QUALIFICATION: a. UG b. PG
OCCUPTION: a. Student b. Employee c. Business
1) Do you visit social media site?
a) YES b) NO
2) Does the social media help you to find the desired product?
a) YES b) NO
3) Will you influence your friend to use a particular site?
a) YES b) NO
4) Will you follow and read the brand news and posts from the
social media site page?
a) Strongly disagree b) Disagree c) Neutral d) Agree
e) Strongly agree
5) The comments on social media application would affect your
purchase intention?
a) Strongly disagree b) Disagree c) Neutral d) Agree
e) Strongly agree
58
6) Will positive opinion increase your purchase intention?
a) Strongly disagree b) Disagree c) Neutral d) Agree
e) Strongly agree
7) Did the review/information motivated you to make purchase
intention?
a) Strongly disagree b) Disagree c) Neutral d) Agree
e) Strongly agree
8) Do you seek information or opinion to assist you in making
decision?
a) Strongly disagree b) Disagree c) Neutral d) Agree
e) Strongly agree
9) Are you dissatisfied with any of the social media site?
a) Strongly disagree b) Disagree c) Neutral d) Agree
e) Strongly agree
10) Who do you purchase product for?
a) Business b) Gift c) Purchase for yourself
11) What tool is necessary to live your (social) life online?
a) Mobiles b) Blogs c) Videos d) IMs e) Others
12 How can social media influence or lead to a change in you?
a) Building awareness b) Motivation c) Helping people take
action d) Customizing messages e) none of these
59
13) What kind of a networker are you?
a) Essentialist b) Consumer c) Commenter d) Promoter
e) Early adapter
14) Has your online shopping surpassed your offline shopping?
a) YES b) NO
15) Rank the following according to your perception.
a) Facebook
b) Twitter
c) Flickr
d) LinkedIn
e) OLX
1 2 3 4 5
16) How much time do you spend on networking sites?
A) Less than 1hr b) Less than 1hr or than 2hr c) More than 2hr
17) How much have you spent for products after viewing their ASs
online?
a) Not spent b) Less than 1000 or more than 2000 c) More than
2000
18) Would you buy a product solely because of the ad viewed
online?
a) YES b) NO
60
Annexure 2
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