A Study on Impact of Social Media Marketing On
Total Page：16
File Type：pdf, Size：1020Kb
A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR WITH REFERENCE TO THANE DISTRICT A THESIS SUBMITTED TO THE SHRI JAGDISH PRASAD JHABARMAL TIBREWALA UNIVERSITY, VIDYANAGARI, JHUNJHUNU, RAJASTHAN, FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN COMMERCE By CHANDWANI VINOD SURENDERKUMAR Registration No: 21615085 UNDER THE GUIDANCE OF Dr. SHRADDHA MAYURESH BHOME Redg. No. JJT/2K9/CMG/787 DEPARTMENT OF COMMERCE AND MANAGEMENT SHRI JAGDISH PRASAD JHABARMAL TIBREWALA UNIVERSITY, VIDYANAGARI, JHUNJHUNU, RAJASTHAN – 333001 Year –2016 DECLARATION BY THE CANDIDATE I CHANDWANI VINOD SURENDERKUMAR declare that thesis titled A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR WITH REFRENCE TO THANE DISTRICT is my own work conducted under the supervision of Dr. SHRADDHA MAYURESH BHOME at Shri Jagdishprasad JhabarmalTibrewala University, Jhunjhunu – Churu Road, Jhunjhunu, Rajasthan. Approved by research Degree Committee. I have put in more than 200 Days/600Hours of attendance with the supervisor at the center. I further declare that to the best of my knowledge the thesis does not contain any part of any work which has been submitted for award of any degree either in this university or any other university or any other university/deemed university without proper citation. Dr. SHRADDHA MAYURESH BHOME CHANDWANI VINOD S. Research Supervisor Research Scholar i CERTIFICATE This is to certify that the work entitled “A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR WITH REFERENCE TO THANE DISTRICT.” is a piece of research work done by Mr. CHANDWANI VINOD SURENDERKUMAR under my supervision for the Degree of Doctor of Philosophy in Commerce of Shri JJT University, Jhunjhunu, Rajasthan, India. The candidate has put attendance of more than 200 days/600hrs with us. To the best of my knowledge and beliefs the thesis: 1. Embodies the work of the candidate himself. 2. Has been duly completed 3. Fulfills the requirements of ordinance related to Ph. D degree of the University and 4. Is up to the standard both in respect of content and language for being referred to the examiner. Dr. SHRADDHA MAYURESH BHOME Research Supervisor ii ACKNOWLEDGEMENT At the outset I am thankful to my Research Guide and Philosopher Doctor SHRADDHA MAYURESH BHOME for her sustained encouragement, motivation and personal guidance and most important Time which have made this thesis a reality. Their research rigor and scholarship has always been a source of inspiration and it was a privilege for me to have her as my guide. I especially appreciate her efforts in enabling me to be time bound throughout the year. Special Thanks to Dr. Mulye for the valuable guidance on quantitative techniques and statistical tools whenever required. I am really thankful of my guru Prof. Murli Badlani, my dear friends Biswjeet Debnath, Dinesh Motwani and Komal Guhe, Chandni Nagdev and my fellow employees for an extra ordinary supporting and helping me and motivating me to complete my Ph.D thesis. During this research work I have collaborated with many consumer activist and many staff members of social Media Networking Sites. The work is dedicated to my mother Mrs. Rajkumari Surenderkumar Chandwani. I am also grateful to the various experts who had given their precious time out from their daily busy work to validate my research tools and also the librarians, Shri Jagdishprasad Jhabarmal Tibrewala University who helped in my reference work. My sincere thanks to the non-teaching staff of the Department of Commerce, Shri Jagdishprasad Jhabarmal Tibrewala University, Rajasthan. I owe my sincere gratitude to my wife Mrs. Pia Vinod Chandwani for her constant inspiration and motivation throughout my life for every new activity which I have undertaken. iii ABSTRACT Social Media Marketing is very important and it is among the most successful tool and technique in the field of every type of advertising. It is already known that how various marketing tools and techniques can be increased number of selling articles is the main aim of every businessman. No doubt it can raise the profit of a various companies exponent. The main aim of this study is to examine aimed to examine how social media marketing will affect the final consumer behavior among person who mostly use social media websites and also to find out the forecasted relationships among various social media marketing activities, customer activities and behavior of the consumer The implementation of Social Media websites is emerging continuously to give the satisfaction of the social needs of websites users, at the mean while time it has also increased the opportunities for corporate to advertised their products and services in a personalized way. The past record shows that social media has contributed significantly in changing the thinking of customers in buying process. Organizations can„t under estimate the growing importance of social Networking sites with reference to consumer behavior and how its effecting to consumer behavior. The Social Media have changed the power structure at the place of the where good sold and purchased online. It describe their attitude and possible role playing as part of company marketing planning and identifies different way of managing them as marketing tools and technique. A passive focus is on the social media how its changing the mind of the consumer behavior where as the active focus is using the social media marketing as direct marketing and as tools of personalizing goods. In the modern era the using of Social websites using by all consumers has mostly increased and usages of Social Networking Websites has extensively effect on the these consumers in various ways. To understand this we can see that how internet has made amazing contribution to the changing life style on account of its abundance and diversity of information. Internet and Electronic Marketing adoption and showing that electronic marketing adoption or rejection is based on rational consumer behavior. Internet penetration in almost whole of the world is increasing. It is more widespread on account of easy payment options, iv reduced hardware prices, cost effective internet communication and reliable technology. Social Media has changed the organizations do business with the help of computers online over past few years, and as result social media marketing has created its own name in the business world. There are many online networking sites are there which affect consumer behavior. Like Google+, LinkedIn, YouTube etc. Now a days Social Media is using by almost all the ages of consumers may college students, working class and even old age people too. Millions of emerging young adults use Social web sites. Social websites like Orkut, facebook, My Space is having many features which affect and attract many number of people. In today the life Social Media become a very strong useful tool using by the consumer in buying decisions. Technology has changed the life of all consumers. Today we are living in 21stcentury, it is very difficult for the consumers to spend time on purchasing the product because of busy schedule. Now a days users are acquiring followers and subscribers giving information by social media how to purchase the goods online without wasting time to go personally. Through Social Networking Sites consumers can get information not only about companies but also for the companies too. Even social media is helping consumers to buy product through engagement that means consumers and various stakeholders like company, consumers, society, businessman are participants rather then viewers. So Consumers can change their mind before purchasing any product through online. There are various Social Media Marketing tools are available for the consumers some of them are: 1. Social Media Monitoring. 2. Social Media. 3. Blog Marketing. 4. Social Book Marketing and Tagging. 5. Social Analytics and Reporting. 6. Social Aggregation. With the ficle popularity of various Social Media Marketing like Google+, Facebook, MySpace. Etc. which is affecting consumer behavior. v VARIOUS CONTENTS OF TABLE SR. NO. TITLE PAGE NO. 1. Title Page 2. Declaration by the candidate i 3. Certificate by guide ii 4. Acknowledgement iii 5. Abstracts iv-v 6. Various contents of table vi 7. List of Various Charts, Figures and Diagrams vii-ix 8. Title of various tables x-xiv 9. List of various Abbreviations xv Chapter 1 Introduction of the Social Media Marketing 1-42 Chapter 2 Literature Review 43-93 Chapter 3 Research Methodology and Research Design 94-101 Chapter 4 Result and Discussions 102-274 Chapter 5 Findings and Conclusions 275-299 Chapter 6 Summary, Conclusions and Suggestions 300-324 References xvi-xxiv Questionnaire for Consumers xxv-xxvii vi LIST OF VARIOUS CHARTS, FIGURES AND DIAGRAMS SR. TITELS OF CHARTS, FIGURES AND DIAGRAMS PAGE NUM. NUM 1.1 Social Media Land Scope by Brain Cells 04 1.2 Key Social Platforms. 15 1.3 Stages in Consumer Buying – Decision Process 24 4.1 Response Wise Distribution 104 4.2 Comparison of Facebook, Twitter, LinkedIn and 105 Others 4.3 Comparison of Facebook and Twitter 107 4.4 Comparison of Facebook and LinkedIn 108. 4.5 Comparison of Facebook and Others 109 4.6 Comparison of Twitter and LinkedIn 110 4.7 Comparison of Twitter and Others 111 4.8 Comparison of Link din and others 112 Facebook 4.9 Age Wise Comparison 113 4.10 Gender Wise Comparison 114 4.11 Comparison against Income 117 4.12 Comparison against Profession 118 Twitter 4.13 Comparison of Age Group 120 4.14 Comparison against Gender 121