Gratification of new media in

marketing a product

Submitted by

Saurav Kishor

Reg.no.112529036

In the partial fulfillment of the requirement for the award of the degree of

Bachelor of Journalism and Mass Communication

(2011-2014)

Manipal University Bangalore Campus

Chokanahali Village, Jakkur Post Bangalore 64

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DECLARATION

I, saurav kishor hereby declare that this project report is prepared by me based on

an original study and research conducted under the guidance of Dr.Nandini

Lakshmikanta, Dean and Head, Department of Communication, Manipal

University Bangalore Campus

I further declare that this research has not been submitted to any other University

or Institution for the award of any other degree or diploma.

Date: Signature:

Place:

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Manipal University Bangalore Campus

Chokanahali, Bangalore-64

Certificate

Certified that the Bachelor’s Dissertation entitled

Gratification of new media while marketing a new product? It

should be based upon the Business communication is a bonafied

work carried out by Mr. Saurav kishor bearing 112529036 in partial fulfillment

for the award of degree of Bachelor of Journalism and mass Communication from

the Manipal University Bangalore Campus during the session 2011-2014 The

Bachelor Dissertation has been approved by me as it satisfies the academic

requirements of the subject.

Signature of the guide: signature of the Director:

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Acknowledgement

The satisfaction and euphoria that accompany the

successful completion of any task would be but

incomplete without the mention of the people who made

it possible, whose constant guidance and encouragement

crowned our efforts with success.

I wish to place on record my grateful thanks to

Dr.Nandini Lakshmikanta, HOD, Journalism and

Communication department for providing the guidance,

support and encouragement.

I take this opportunity to thank Mr.Prashanth, Manipal

University Bangalore Campus for his inspirational

guidance and help. His teaching has enabled me to

understand various aspects of research,

I express my special thanks to my friends and my fellow

Bachelor of Journalism and Mass Communication, for their

great help. And other Researchers that providing me an

opportunity to nurture my aspirations

I thank to my family for their boundless support and

inspiration.

Saurav Kishor

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(Reg

no.112529036)

TABLE OF CONTENTS

NO. TOPICS

1 INTRODUCTION

2 LITERATURE REVIEW

3 METHODOLOGY

4 FINDINGS&ANALYSIS

5 CONCLUSION

APPENDIX

BIBLOGRAPHY

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6. QUESTIONAIRE

CHAPTER 1

INTRODUCTION6 | P a g e

CHAPTER – 1

Introduction

This research paper explores the concept of social media and its benefit when launching a new

product in the market, Questions that will be answered throughout the paper will identify the

effects social media has, if Companies can reach their audiences effectively through social

media, and what will make social media better by research on best practices. Social media has

become a ubiquitous mainstay in the lives of consumers. Popular platforms have rapidly grown

to hundreds of millions of users, and the adoption of social media platforms has no end in sight.

This social media “revolution” has changed the traditional, corporate monologue into a two-way

dialogue with customers and prospects. Using social media to build brand awareness is the

number one goal of most social media marketers. Hundreds of millions of people are talking,

learning and engaging through social media channels. Social media has quickly become one of

the best ways to reach large audiences who are hungry for information and conversation. For

professional communicators, having social media as a tool in the arsenal for building brand

awareness is no longer a nice to have. Social media can help build interest in products before

they are launched. Without giving away all the new details and features of a product, teasing

elements can create excitement leading up to the actual launch date. It can also help drive traffic

to other sales channels and gather potential customers’ information.

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The advantage of using social media for customer service is simple – it allows for fast, personal

responses to your customer base on the platforms on which they prefer to communicate. Your

customers are talking about you right now on Twitter and Facebook. People may be asking

questions about you on LinkedIn. Or, they may be leaving tips or recommendations about your

services on location based services.. Social media doesn’t change this; it simply augments your

ability to help your customers. Social media allows companies to expand their traditional

approach to launching products by building a higher level of interest around new introductions,

as well as tapping into engaged networks to help create excitement on their behalf.

Significance of the research

Social media is a driving force in the field of communication and marketing and is only getting

larger. This phenomenon is changing the way marketing has been done in years past. Instant

feedback and connecting first hand with your audience are only two of the benefits.

This research will showcase a large corporation utilizing various social media platforms that can

serve as a model for future organizations. Social media is a well-respected place for launching

and advertising a new product .It is known for its high sales and community involvement. It

helps to engage with large number of audiences or customers through new information and ideas

for a social media marketing plan the objectives of all business are to makes profits and a

merchandising concern can do that by increasing its sales at remunerative prices.

Market research is data collection, integration, analysis and then dissemination of information

generated. Main aim of market research is to find consumer preferences, their purchase and

consumption pattern.

The uses and gratification theory

Uses and Gratification theory focuses on why companies use the Internet to marketing and most

often, how it fulfills a need or want. It is important for companies to market themselves through

social media to become a want or a need by users and potential audience members. By becoming

a want or a need, companies increase their brand awareness and appeal to users. Also presented

in this literature review is they place social media users into six categories and explain the

realities of companies engaging in social media. A focus on viral marketing campaigns best

practices is examined and explained. Finally, best practices are formulated to help companies

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become a want or a need.

Marketing communication

Communication is really the one, most important aspect of any relation. May that be a personal

one or a professional one? In the corporate world, good communication skills can boost one’s

career and lead him/her up the ladder of success. Marketing communication acquires new

customers for brands by building awareness and encouraging trial it also maintains a brand's

current customer base by reinforcing their purchase behavior by providing additional information

about the brand's benefits. A secondary goal of marketing communication is building and

reinforcing relationships with customers, prospects, retailers, and other important stakeholders.

New Media and Marketing

In this chapter, we focus on the brand and marketing strategy. The purpose of this part is to

deepen our knowledge about how brands can build sustainable active fans community by

influencing their motivations in a participative way.

The new media have changed the rules of marketing. The old rules of marketing are ineffective

in an online world. As David Merman Scott (2010) argues, “before the Web came along, there

were only three ways to get noticed: buy expensive advertising, beg the mainstream media to tell

your story for you, or hire a huge sale staff to bug people one at time about your products. Now

we have a better option: publishing interesting content on the web that your buyers want to

consume” (Merman Scott, 2010:3).

In fact, social media has not really changed objectives that brands have changed but the means to

achieve these goals. In the book "Marketing on the Internet", John Zimmerman (1999) lists

several objectives related to the goals of the marketing positioning of a brand on the Internet:

- Increasing brand or product awareness

- Enhancing corporate image Achieving marketing leadership

- Providing information and/or displaying samples of goods and services

- Generating a list of prospective customers

- Building loyal relationship with customers

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- Improving customer service

- Gathering information about customer needs and preferences to guide future product

Development

- Improving knowledge of customer demographics

- Testing customer response to discounts or other special offers

- Finding strategic business partners, dealers, franchisees, or suppliers

- Recruiting employees, members, subscribers or investors

- Saving money through automation, simplified distribution channels, reduced cost of

Order fulfillment, or smaller inventories (Zimmerman, 1999:17)

Moreover, Facebook offers many tools for the brands to quantify and qualify its audience.

Indeed, every fan page administrator has a background access to page statistics. It also offers

some solutions to develop the audience. This tool is called “Facebook Insights” and gives a lot of

information like the number of visits per day, demographic information etc.

Social media a good place of business

Social media has become a part of our lifestyle. The information or data we obtain on social

media is updated on a daily basis. It is very easy to reach your niche target as audience is divided

on the basis of their fan page likes, groups and communities joined. So it is easy to find them on

various communities on social media websites such as Facebook, LinkedIn etc. . The information

people provide on their social networking profiles are fairly accurate. Views or information

provided in conventional sources of data collection such as web forms and surveys may be

biased. But the information provided in social media is mostly genuine.

Facebook – 903 million users

Google Plus – 343 million users

Twitter – 288 million users

Linked in – 175 million users

Instagram – 100 million users

Pinterest – 25 million users

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Foursquare – 25 million users

Chapter 2

REVIEW OF LITERATURE

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Chapter 2

REVIEW OF LITERATURE

Bulmer and Rubin. It is important for companies to market themselves through social media to

become a want or a need by users and potential audience members.

By becoming a want or a need, companies increase their brand awareness and appeal to users.

Also presented in this literature review is research by scholars Li and Bern off. They place social

media users into six categories and explain the realities of companies engaging in social media.

A focus on viral marketing campaigns best practices is examined and explained. Finally, best

practices are formulated to help companies become a want or a need.

Scholars Stafford and Gonier identified sources of gratifications for Internet use amongst

individuals in their 2004 study amongst AOL users. Their findings concluded that the Internet

was used for searching and browsing activities, communication and information retrieval,

learning and research and for socialization purposes. Using the Internet for socialization was the

fourth factor in the analysis and can be associated with furthering interpersonal relationships.

The findings within this factor associate using the Internet as a communication channel. Shortly

after 2004, social networking sites began to be largely adopted by Internet users.

The Groundswell Social networking sites have burst onto the Internet scene and captured the

Attention of Internet users worldwide. Platforms change daily, and what is used today could be

gone tomorrow. Companies have begun to use social networking sites to communicate, build a

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relationship and market to their target audiences. These same companies must remain up to date

on which networks resonate with which audience. Many users access companies’ social

networking profiles on various sites to fulfill their needs. Many profiles include comments with

product reviews and personal accounts of customer service experiences. Sometimes these SNS

profiles can be more influential than the media itself.

Li and Bernoff note that every company is vulnerable when it comes to social media.Companies

like Dell and Microsoft are riding the wave of social media and benefitting immensely from this

emerging trend. They outline platforms in their book and how to communicate on each of them.

Platforms on social networking sites change rapidly. One thing that doesn’t change is the way to

communicate with and reach consumers. “Groundswell: Winning in a World Transformed by

Social Technologies,”

Charlene Li and Josh Bernoff identify What social media can do for a company, good or bad,

and offer strategy tips for companies implementing various social media platforms.

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CHAPTER 3

METHODOLOGY

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CHAPTER 3

METHODOLOGY

The social status of an individual is revealed on social networks. Sociologist Erving Goffman

( 2002) refers to the “Interaction Order” which he claims is the “part of the social life where

face-to-face and spoken interactions occur”. He believes that the way people represent

themselves provides other users information about them they want others to believe. Research

methods are used to determine, discover, interpret, and formulate facts. The main sources of

information that used in this Research were issued from Internet articles and online blogs on

social media marketing, the purpose is to read up-to-dated information as the research is dealing

with a new and trendy topic in marketing. Moreover, there are sufficient scientific articles which

focuses on social media marketing are also studied in order to provide a stable theoretical

argumentation.

3.1 Locale of the Study

3.2 The research approach

3.3 Sample for the study

3.4 Research Design

3.5 Variables considered in the study

3.6 Measurement of variable

3.7 Hypothesis for Statistical analysis

3.1 Locale of the Study

For the study purpose, Manipal University, Bangalore Campus was selected because it is one

amongst the prestigious Educational institutions in Bangalore situated in the outskirts of the city.

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This College boards students from different parts of India and the world. Since the campus boards

students not only from different places but also from different socio-cultural and economic

backgrounds the campus was considered appropriate place to conduct the study.

3.2 The research approach

There are two main research approaches which are qualitative and quantitative. According to

Greg (2007), depending upon the desired outcome for the research, social scientists may choose

between quantitative or qualitative designs.

In this research of social media marketing, this is also determined by the 10 research purpose and

problem. Some qualitative techniques such as observations, analysis of texts and documents are

used in this research. Under this circumstance, the qualitative approach is suitable for

interpreting the arguments why social media marketing is crucial and how to develop a

successful social media marketing strategy thereupon. It is confident to say that these techniques

will provide a great validity and reliability when dealing with the research question.

3.3 Samples for the Study

If each and every student had to be contacted for collection data, it would require much time,

money and manpower. Besides every one may not be available personally for contact and because

of population size, an exhaustive and intensive study would not be physically possible. Sampling

enquiry gives significantly correct results with much less time, money and material. It also makes

possible a more intensive possible of samples. Therefore random sampling technique was

followed in selecting the respondents.

The selected respondents’ stream of education was selected by random method. To make the

study more methodical every individual was administered with the questionnaire. The respondents

belonged to the age group of 18 years to 55 years. The total number of the sample was 30

3.4 Research Design

In the present investigation the ex-post-facto research design was used. This design was

considered appropriate because of the phenomenon had already occurred.

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3.5 Variables considered for the study

Based on the review of literature and discussions with experts and objectives set for the study the

variables selected is categorized into two groups namely; dependent and independent variables. A

list of such selected variables is as follows:

Dependent variable

1. Important of social networking sites

2. social media is the best place Today’s entrepreneur for launching product

Independent Variables

1. Age(in years)

2. Gender

3.5 Measurement of variables

Dependent Variables

Important of social networking sites : Social networks can help actively seek out clients and/or

customers with little to no cost, and are a great way to generate leads and acquire referrals. It is a

great way to make your business friendlier and to form closer relationships with your customers.

By engaging in social media .your company can interact directly with customers. By creating

interesting and useful content you can position yourself as a trusted source of information in your

field, as well as place to buy.

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Social Media is the best place Today’s entrepreneur for launching the product

Thousands of new businesses are started in the world every month. Budding entrepreneurs with

minds full of ambition and great ideas turn their understanding of a consumer or business

problem within a market into a new product or service solution. But there’s more to starting a

business or launching a new product than a great idea and a market in need of a solution. Many

new businesses score well with the solution they’ve created including the logistics of suppliers,

manufacturing, and distribution to bring that product or service to market.

Independent Variables

Age ( in years)

The age of the respondents was recorded as mentioned by them at the time of investigation in

number of completed years. The respondents are belonging to the age group of 18-45 years

Gender

It refers to the gender of the respondents. They were categorized as male and

female.

3. Educational Qualification

Credibility of measures

Credibility means the confidence reposed by the study subjects in social networking sites:

a laboratory study on social media marketing. To measure the credibility, a set of bipolar

adjectives of positive as well as negative factors were finalized based on review of literature and

consultation with the subject experts in the fields of the concerned subject. To assess the

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credibility factors of each element of study, the ratings of the respondents were obtained on a

different point scale as according to the question.

Duration of Study

The study was undertaken during the months of September to November 2013 at Manipal

University Bangalore campus. The time taken for data collection was average, because the

number of respondents was 30.

Data collection

The data were collected from the respondents with the help of a structured pre tested

questionnaire.

Questionnaire:

The questionnaire had two sections i.e. A, B

Section A had questions regarding the personal characteristics of the respondents.

Section B was related to the important of social networking sites and how long you have been

involved in social media and social media is best place today’s entrepreneur for launching a

product.

The questionnaire mainly contained multiple choices/ closed ended questions with the

provision for a few open ended questions. The questionnaire was distributed personally to the

respondents at random by the investigator with a good amount of persuasion and explanations

about the contents of the questionnaire. The fields in questionnaire were collected personally

from the respondents at the same time at the same day. The doubts of the respondents while

filling the questionnaire were clarified by the investigator on the spot.

Hypothesis Statistical Analysis

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Simple percentages were worked to represent the proportion of the respondents to the total

sample considered in the study. This was calculated as frequency of a particular group

multiplied by 30 and divided by the total number of respondents.

CHAPTER 4

FINDINGS AND ANALYSIS

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Overview of the results

I have done 30 interviews and I am going to analyses them in this chapter to get an answer to my

research question. According to our chosen target group and methods to gain data, i have

interviewed 30 different people with different background of businesses. My interview questions

focus on how social media is helpful for increasing the sales .respondents (participants) in

general the responses and their opinion about the marketing aspects. The respondents gave us

very different answers, so the choice of the content analysis showed up as the most optimal way

to get data analyzed. The age of the respondents is between 21 and 35 years old and most of

them are Entrepreneurs living in Bangalore,

Table 1 reveals that out of the 30 respondents selected for the study 66.67 percent of the

respondents were male and 33.33 percent of the respondents were female. The respondents were

divided into three different age categories. Amongst the male respondents 13.33 percent fall in

the age group of 18-25, 33.33 percent are in 25-30 and 53.33 percent are in the age group of 30-

35. This table proves that male respondents appear more active in social networking than the

female respondents.

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Gender Respondent Percentage

Male 20 66.67%

Female 10 33.33%

Age Group Male Female

18-25 10.00% 20.00%

25-30 35.00% 30.00%

30-35 66.67% 33.33%

Graph-1 and 2, Distribution of study respondents according to gender and their

membership for various social networking sites

MALE

0

10

20

30

40

50

60

Orkut Facebook MySpace Hi5 Others

Social Networking Sites

Perc

en

tag

e

Series1

The respondents were given multiple choices to choose the social networking sites in which they

were the members of. Table 4 reveals that out of 66 percent of male respondents 55 percent

respondents are members of Orkut, 47 percent respondents are members of Facebook, 35 percent

are members of MySpace, 21 percent are members of other social networking sites like Twitter,

The popularity of the social networking sites is represented in the histogram chart. The results

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provide a clear indication that orkut is more popular among the respondents because more

number of respondents have membership in orkut.

Graph-2 reveals that out of 36 percent female respondents 10 female respondents are members

of Orkut, 21 percent respondents are members of Facebook, 12 percent are members of

MySpace, 14 percent are members of other social networking sites like Twitter, Flickr and

Ibibo.com. In this table the respondents were given multiple choices to choose the social

networking sites in which they were the members of. Through this column chart i can analyze

that orkut is more popular among the respondents because more number of respondents have

membership in orkut. The charts provided above clear indicate the popularity of Orkut.

Female

0

5

10

15

20

25

30

Orkut Facebook MySpace Hi5 Others

Social Networking Sites

Perc

en

tag

e

Series1

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Graph 3: Does your organization currently use social media to connect with your customers and prospects?

Agree not agree Strongely agree Strongly not agree0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

The results for this question indicate that most companies and organizations are at some stage of

investigating or developing a strategy and plan for social media. This means that the race is on,

which is no surprise. As many as 31 percent of the respondents in the age group of 18-25.

Social networking which generally appears to be the favorite pass time of the youngster’s

entrepreneur.. When compared female respondents male clearly indicate their interest in social

networking (61 percent). Here 3 percent of respondents from 20-25 years age and 4 percent of

respondents from 25-30 are unaware of social networking sites. 12 percent of respondents are in

Unemployment, 11 percent of respondents are from working professional, 34 percent are from

under graduate and 38 percent are from post graduate..

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Graph 4-What type of biggest challenges to using social media?

To keeping Holds customers in one place

Generating the Tools and How to use It

0

1

2

3

4

5

6

Most organizations are in the same boat, feeling it is a challenge to have the staff

to manage an effective social media program. The challenge of generating activity,

the #2 issue, is related to the #3 issue of creating content to post. Conversations

with companies who are having success with social media make it clear that you

need to have an organizational structure like a wheel. There needs to be a person

who is the “hub” for all of your activity.

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Graph-5- What Goals are you trying to achieve as an organization through the

help of social media?

0

2

4

6

8

10

12

14

Series 3Series 2Series 1

The results for this question indicate that most companies and organizations are at

some stage of investigating or developing a strategy and plan for social media. This

means that the race is on, which is no surprise. I have given 4 options A.Leads

B.Sales C. Sign-ups D.All of them . Responses have got 15% of people who wants

Leads, 30% sales, 15% Sign-ups and 40% All of them.

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Graph- 6. For what purpose are you finding social media to be very effective?

To build

Brand aw

areness

To In

crease

the L

oyakit

y

For L

ead Gen

erations

For P

roduct

Develo

pment

00.5

11.5

22.5

33.5

44.5

5

Series 1Series 2Series 3

Education companies and organizations are finding social media to be most

effective for building brand awareness, for customer-focused communications, and

for general marketing knowledge and insights. Companies that understand how this

type of deeper communication will build knowledge, insights, and relationships tend

to be happier with social media than companies looking to count leads and measure

ROI.Social media are an investment in the long-term growth of your company that

can impact every aspect of your organization.

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Graph 7 which of the following CATEGORIES of tools are very effective as

part of your Program?

FacebookGoogle+

WebinarTwitter

00.5

11.5

22.5

33.5

44.5

5

Series 1

Series 2

Series 3

Series 1Series 2Series 3

This result is fascinating and gets back to the question of how you define “social

media.” Facebook may not be a category that is top of mind when thinking of social

media. “Google+ are ranked #2, and they are the best way to create community.

Many of the other tools are included or can be integrated into a social networking

community. As in multi-channel marketing, the tools are stronger when used In

combination than any one tool is used separately.

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CHAPTER 5

CONCLUSION

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CHAPTER 5

CONCLUSION

The research studies “Gratification of New Media While launching a new Product was intended

to find out the popularity about Online Marketing strategic. In my project work i tried to find out

the motivation of entrepreneur users to participate in different campaigns on the social network

sites for launching a new product, which fulfill their needs.

The first reveals that out of the 30 respondents selected for the study 66.37 percent of the

respondents were male and 33.33 percent of the respondents were female. The respondents were

divided into three different age categories. Amongst the male respondents 2 percent fall in the

age group of 18-25, 35 percent are in 25-30 and 55 percent are in the age group of 30-35. This

table proves that male respondents appear more active in social networking than the female

respondents.

Second reveals about the educational qualification of the respondents. Amongst the 30

respondents selected for the study 40 percent of the male are educated up to Graduate, 20 percent

up to Post graduate, 35 percent are working and 5 percent are unemployment. And amongst

female respondents 40 percent are in Graduate, 20 percent are in Post graduate, 40 percent are

working and 0 percent is in Unemployment. The female respondents in general, are better

educated than male respondent.

Third reveals that amongst 30 respondents selected for the study a majority of the respondents

/are aware of social networking sites. Nearly 31 percent of the respondents are in age group of

18-25. Social networking which generally appears to be the favorite pass time of the youngsters

it is interesting to note that nearly 40 percent of the respondents in the higher age group appear to

have developed or retained the interests in social networking. This may be due to the nature of

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their job profile. When compared female respondents male clearly indicate their interest in

social networking (61 percent). Here 3 percent of respondents from 18-25 age and 3 percent of

respondents from 25-30 are unaware of social networking sites, hence these 6 percent of

respondents will not be considered for future prospective of social media. 26 percent of

respondents are in Graduate, 25 percent of respondents are from Post graduate, 34 percent are

from working and 13 percent are from post graduate. And 0 percent is unemployment.

The reveals that amongst 30 respondents selected for the study a majority of the respondents are

Does your organization currently use social media to connect with your customers and

prospects? The results for this question indicate that most companies and organizations are at

some stage of investigating or developing a strategy and plan for social media. This means that

the race is on, which is no surprise. The companies that already have a strategy and plan are

finding out faster what is working, and what isn’t working. As many as 31 percent of the

respondents in the age group of 18-25. Social networking which generally appears to be the

favorite pass time of the youngster’s entrepreneur. It is interesting to note that nearly 40 percent

of the respondents in the higher age group appear to have developed or retained the interests in

social networking. This may be due to the nature of their job profile. When compared female

respondents male clearly indicate their interest in social networking (61 percent). Here 3 percent

of respondents from 20-25 years age and 4 percent of respondents from 25-30 are unaware of

social networking sites. 12 percent of respondents are in Unemployment, 11 percent of

respondents are from working professional, 34 percent are from under graduate and 38 percent

are from post graduate.

The reveals that amongst 30 respondents selected for the study a majority of the respondents are

what type of biggest challenges to using social media. Most organizations are in the same boat,

feeling it is a challenge to have the staff to manage an effective social media program. The

challenge of generating activity, the #2 issue, is related to the #3 issue of creating content to post.

Conversations with companies who are having success with social media make it clear that you

need to have an organizational structure like a wheel. There needs to be a person who is the

“hub” for all of your activity.

The reveals that amongst 30 respondents selected for the study a majority of the respondents are

what goals are you trying to achieve as an organization through the help of social media? The

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results for this question indicate that most companies and organizations are at some stage of

investigating or developing a strategy and plan for social media. I have given 4 options .Leads,

Sales, Sign-ups and.All of them. And I have got responses 15% of people who want Leads, 30%

sales, 15% Sign-ups and 40% all of them.

The reveals for what purpose are you finding social media to be very effective? Education

companies and organizations are finding social media to be most effective for building brand

awareness, for customer-focused communications, and for general marketing knowledge and

insights. Companies that understand how this type of deeper communication will build

knowledge, insights, and relationships tend to be happier with social media than companies

looking to count leads and measure ROI.Social media are an investment in the long-term growth

of company that can impact every aspect of your organization.

The Reveals for which of the following Categories of tools are very effective as part of your

program? This result is fascinating and gets back to the question of how you define “social

media.” Webinars may not be a category that is top of mind when thinking of social media, but

webinar tools now include the ability to incorporate live video and live chat and turn the webinar

experience into an event that is truly “social. “Social networks are ranked #2, and they are the

best way to create community. Many of the other tools are included or can be integrated into a

social networking community. As in multi-channel marketing, the tools are stronger when used

In combination than any one tool is used separately.

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CHAPTER 6

APPENDIX

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CHAPTER 6

Bibliograph y

Research papers Referred :

1 Social Media Marketing in Education resources: by Co- sponsored software & information

industry Association

2: Social networking sites as e-learning resources: by Dr. P. Govindraju, Prof head, r Sundarnar

University.

3: Twitter The Social Media: Asha Madan, Asst Prof & Head, Christian Women’s College.

4 How does Coca- cola’s communication through social media affect the motivations of fans to participate?

5 Social Networking sites: An Elaboratory Study on Mobi Journalism By Pratap. H , Pass out

Master of science in Mass Communication student of Acharya College

WEBSITES REFERRED:

- Socialmediamarketing.com

- A way of marketing for startups

- Socialmediapolls.com

- Entrepreneur.com

- http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

- Wikipedia.org

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