Effects of Social Media on Marketing; A Case Study of Faisalabad 1

“Effects of Social Media on Marketing; A Case Study of Faisalabad”

Course:-
Research Methods (MCM-322)

Assignment Topic:-

“Effects of Social Media on Marketing; A Case Study of Faisalabad”

Submitted To:-

Ms. Iqra Iqbal

Submitted By:-

Maira Ali
(Roll Number 13648)
BS Chemistry 2017-2021 (M)

Department Of Mass Communication

Government College University Faisalabad.
Effects of Social Media on Marketing; A Case Study of Faisalabad 2

Table of Contents
1. Introduction
2. Literature Review
3. Objectives of the study 4. Research Question
5. Research Methodology
5.1. Population
5.2. Inclusions and Exclusion Criteria
5.3. Research Design
6. Process
7. References
Effects of Social Media on Marketing; A Case Study of Faisalabad 3

1. Introduction:-
Social media is best Community Press is now the trend. And for companies it symbolizes a
marketing and promotion opportunity that transcends the standard middleman and connects
companies directly with clients. This is why nearly every organization on the planet-from giants
like Starbucks and IBM to the local ice cream shop-are exploring social media promotion projects.
Last season, companies were uncertain about social media. Now it's here to stay and details mill
rapidly implementing social media promotion. Much like email and websites first empowered
companies, social media is the next promotion trend. Social media promotion is promotion using
social systems, social systems, weblog promotion and more. It's the newest "buzz" in promotion.
Bangladesh is probably among the first proponents of social media promotion. These days,
the organizational cause has replaced the social cause as companies seek to engage with their
audience via the online systems. The blast of social media trend is as amazing as that and the speed
at which it is improving is frustrating. Trust and goodwill are the basis of social media, and by
promotion in the realm of social media these fundamental notions need to be adhered. It is probably
the only promotion system that motivates certified interaction and accountability among sellers as
well as customers. International companies have identified Community Press Marketing as a
potential promotion system, used them with enhancements to power their marketing with social
media promotion.

2. Literature Review:-

Following Angella and Eunju (2012), do social media marketing activities enhance customer
equity? An empirical study of luxury fashion brand, the results of the study showed that five
constructs of perceived SMM activities as entertainment, interaction, trendiness, customization,
and word of mouth had significantly positive impact on value equity, relationship equity, and brand
equity. For the relationship between customer equity drivers and customer equity, brand equity
had a significant negative effect on customer equity [1].
Vries et al., (2012) in a study Popularity of Brand Posts on Brand Fan Pages: “An Investigation
of the Effects of Social Media Marketing”, showed that positioning the brand post on top of the
brand fan page enhances brand post popularity. But the findings also indicate that different drivers
influence the number of likes and the number of comments. Namely, vivid and interactive brand
post characteristics enhance the number of likes [2]. Michaelidou et al., (2011) “Usage,
barriers and measurement of social media marketing: an exploratory investigation of small and
medium B2B brands” showed that over 1/4 of B2B SMEs in the UK are currently using SNS to
achieve brand objectives, the most popular of which is to attract new customers. On the other hand,
the most significant barrier is the lack of perceived relevance for particular sectors [3].
There is a lot of previous research about how social media platforms can be used to influence
purchase decision. A lot of information can be found online; thus, it is important to always check
the sources. Most of available sources are recent and dated from less than four years ago. All basic
principles about purchase decision process and marketing are available in books written by known
and reliable authors such as Kotler and Keller (2012).

There are many social media marketing activities on Facebook, which may be used in studies
related to mobile service providers. In this research, activities (online communities, interaction,
Effects of Social Media on Marketing; A Case Study of Faisalabad 4
sharing of content, accessibility, and credibility) are considered [5] [10] [11]. The top Social
Networking platforms provide extraordinary numbers—hundreds of millions of active users,
hundreds of millions of discussions going on at these sites on every topic, seventy-two hours of
video being uploaded every minute, a million blog posts every day, millions of daily Tweets, so
the opportunities are limitless [4].
Social media is engaging with customers online. According to Wikipedia, social media is
internet based resources for sharing and discussing details among humans. Community social
networking websites are all about social networking as well as social networking in a way that
espouses believe in among parties and areas engaged. Any website which allows customer to
discuss their material, views, views and motivates connections and group developing can be
classified as a social media.
Some popular social media websites are: Facebook or fb, YouTube, Tweets, Stumble upon,
MySpace, Stumble Upon, Delicious, Scribed, Flickr etc.
Social media is created up of user- driven websites that are usually centered on a specific
concentrate (Digg = news) or feature (del.icio.us = bookmarking). Sometimes, town itself is the
center of interest (Facebook and Myspace = networking). Social media are media for social
connections, using highly available and scalable publishing methods. Community social
networking uses web-based technologies to turn interaction into interactive dialogues. Andreas
Kaplan and Michael Haenlein determine social media as "a team of Internet-based applications
that develop the ideological and technological foundations of Web 2.0, which allows the
development and return of user-generated material." [7] There are two advantages of social media
that are essential to companies, they include:
1. Cost decrease by decreasing staff time.
2. Increase of probability of revenue creation. Social media allows
companies to:
• Share their skills and information.
• Tap into the wisdom of their customers.
• Enables clients helping clients.
• Engages leads through client evangelism.
Thus the advantages of social media include, Item achieve and interest, customer interactions
through transactions, referrals and recognition management. [9]

3. Objectives of the Study:-

1- To figure out the importance and role of social media in marketing of products.
2- To qualitatively determine the effect of social media marketing on customers purchases.

4. Research Question:-

1- How social media affects marketing of products?

2- How much customers are influenced by Social media marketing?
Effects of Social Media on Marketing; A Case Study of Faisalabad 5

5. Research Methodology:-

5.1. Participants/Population:-
Participants of this research will be students of Government College University Faisalabad
with age range from 19 to 24. They will be asked to fill a questionnaire containing questions
regarding social media marketing and effect of social media in marketing of different products.
The data will be obtained from both male and female participants through proposive sampling.

5.2. Inclusion and Exclusion Criteria:-

The age range can be changed according to the situation. The number of student may vary
according to the availability of students. Only those students will be interviewed for the purpose
who gave their consent. Improper and incomplete responses will be excluded.

5.3. Research Design:-

Qualitative research design and thematic analysis will be used to carry out the study.

6. Process/ Theoritical Procedure:-

They will be two phases of this research. In first phase, the population of 200 students from
Government College University Faisalabad will be interviewed through our questionnaire
designed already. In this way the data will be collected from sample population. In the second
phase the collected data will be analysed and the thematic analysis off the data will be done. A
scale will be developed to examine the effect of social media on marketing and purchase response
of customers. Finally the conclusion will be drawn on the basis of results of the thematic analysis.
Effects of Social Media on Marketing; A Case Study of Faisalabad 6

7. Reference:-

[1] Kim, A.J. and Ko, E. (2012) Do Social Media Marketing Activities Enhance Customer
Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65,
14801486. http://dx.doi.org/10.1016/j.jbusres.2011.10.014

[2] de Vries, L., Gensler, S. and Leeflang, P.S.H. (2012) Popularity of Brand Posts on Brand Fan
Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive
Marketing, 26, 83-91.
http://dx.doi.org/10.1016/j.intmar.2012.01.003

[3] Michaelidou, N., Siamagka, N.T. and Christodoulides, G. (2011) Usage, Barriers and
Measurement of Social Media Marketing: An Exploratory Investigation of Small and Medium
B2B Brands. Industrial Marketing Management, 40, 1153-1159.
http://dx.doi.org/10.1016/j.indmarman.2011.09.009

[4] As’ad, H.A.I.R. and Al Hadid, A.Y. (2014) The Impact of Social Media Marketing on Brand
Equity: An Empirical Study on Mobile Service Providers in Jordan. Re- lview of Integrative
Business and Economics Research, 3, 315.

[5] Kim, J.H. and Hyun, Y.J. (2010) A Model to Investigate the Influence of Marketing Mix Efforts
and Corporate Image on Brand Equity in the IT Software Sector. Industrial Marketing
Management, 40, 424-438.

[6] Farzianpour, F., Aghababa, S., Delgoshaei, B. and Haghgoo, M. (2011) Performance
Evaluation a Teaching Hospital Affiliated to Tehran University of Medical Sciences Based on
Baldrige Excellence Model. American Journal of Economics and Business Administration, 3,
272-276.

[7] Turban, E., McLean, E. and Wetherbe, J. (2002) Information Technology for Management.
3rd Edition, John Wiley & Sons, New York. http://www.fishmart.com

[8] Farzianpour, F., Pishdar, M., Shakib, M.D., Hashemi, S. and Toloun, M.R. (2014)
Consumers’ Perceived Risk and Its Effect on Adoption of Online Banking Services. American
Journal of Applied Sciences, 11, 47-56. http://dx.doi.org/10.3844/ajassp.2014.47.56

[9] Chung, G.J. and Lee, S.H. (2008) Exploratory Research on Audiences’ Valuation Factors of
Interactive TV Advertising: Applying Diffusion Theories. Journal of Korean Medical Science,
8, 261-286