“EFFECTIVENESS OF SOCIAL MEDIA MARKETING AS A

MARKETING TOOL FOR EMERGING ENTREPRENEURS”

A mini project submitted in partial fulfillment of the requirements for the award of the
Degree of

MASTER OF BUSINESS ADMINSTRATION OF

BENGALURU NORTH UNIVERSITY

SUBMITTED BY

GAUTHAM GOPINATH
MB201511
Under the guidance of
Prof. Dr. NARSAIAH.B

SJES COLLEGE OF MANAGEMENT STUDIES

MEDAHALLI, BANGALORE – 49
2022
 DECLARATION BY THE STUDENT

I hereby declare that “Effectiveness of Social Media Marketing as a Marketing Tool for
Emerging Entrepreneurs” is the mini project carried out by me under the guidance by
Prof. Dr NARSAIAH.B in partial fulfillment of the award for Master Degree in Business
Administration by Bangalore North University.

I also declare that this mini project is the result of my own efforts and it has not been
submitted to any other university or institute for the award of any other degree or diploma or
certificate.

Place: Bangalore Name: MR. GAUTHAM GOPINATH

Date: Registration Number: MB201511
 CERTIFICATE BY THE GUIDE

This is to certify that the mini project report “Effectiveness of Social Media Marketing as a
Marketing Tool for Emerging Entrepreneurs ” presented by GAUTHAM GOPINATH
Reg. No MB201511 to Bangalore North University, Bangalore for the award of degree of
MASTER OF BUSINESS ADMINISTRATION was prepared under my guidance.

Place: Bangalore Prof. Dr. Narsaiah. B

Date: Signature:
 ACKNOWLEDGEMENT BY STUDENT

It is a great pleasure for us to acknowledge the valuable help that various personalities
have given me for successfully creating this mini project. I take this opportunity to
express my sincere thanks to the SJES COLLEGE, Bangalore for giving me
opportunity to continue my studies of MBA. I express my sincere gratitude to our
Principal, Prof. Dr LAKSHMAN REDDY, for his valuable guidance, suggestions,
and inspiration that provided me in completion of the mini project.
I sincerely thank my guide, Prof. Dr NARASAIAH.B, for his valuable guidance.
I am very thankful to my parents, who were directly or indirectly being the source of
inspiration and support. I am very thankful to all my colleagues and everyone who
helped me complete this mini project successfully.

DATE: GAUTHAM GOPINATH

Place: Bangalore Reg-No: MB201511

 CONTENTS

CHAPTER NO NAME OF THE PAGE NO.

CHAPTER
1
Introduction 3–7

2
Review of Literature 7 – 14

3
Theoretical Framework 15 - 25

4
Research Methodology 26 – 30

5 Data analysis and

Interpretation 31 – 41

6 Findings, Suggestions,
Conclusion 42 - 46

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 LIST OF FIGURES

Figure No. Name of Figure Page No

5.1 Gender wise classification 33
5.2 Age wise classification 34

5.3 Educational wise 35

classification
5.4 Classification on the basis 36
of Type of business

5.5 Classification on the basis 37

of investment in social
media marketing

5.6 Classification on the basis 38

of years of experience

5.7 Classification on the basis 39

of job satisfaction level

5.8 Classification of social

media marketing 40
platforms

5.9 Major marketing practices 41

through social media

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 CHAPTER 1
INTRODUCTION

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1.1 INTRODUCTION
Improved marketing schemes through social media websites such as Instagram, Twitter,
Facebook, WhatsApp, Google+ etc. combined with the process of obtaining the benefits of web
traffic includes marketing of the communication platform in the organizations. According to
Ming and Yazdanifard (2014), active marketing using social media and the presence of an
influential organizational community greatly encourages customers and has a positive impact on
calculating customer relationships. However, as Icha and Edwin (2016) determine, the
ineffectiveness of this marketing strategy is having negative implications for organizations and
that is why continuous improvement to facilitate strong customer relationships is essential.

Social media market research is the process of collecting quantity and quality data from social
media to understand the trends of the community, consumers or the market. Social media market
research is a better business investment as it has a higher ROI. The social media platform gives
the market researcher the ability to test audiences and compile data on a regular basis. Public
listening allows the researcher to continue to monitor what people are saying. The most widely
used research methods include collecting data from people through interviews, focus groups, and
research methods. Social media is now an important information and communication channel. The
findings show that the social media platform is seen as a good source of new information and
contacts, and should raise awareness about research services and results.

This research facilitates marketing opportunities on social media among emerging entrepreneurs
and will help analyze the benefits and opportunities while doing business through social media.

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1.2 SIGNIFICANCE OF THE STUDY:
Social media is an important forum for business. It connects businesses and customers, enhances
product visibility and sales. Communication platform is a highly profitable digital marketing
platform that can generate business worldwide. This study helps to identify the profile of
entrepreneurs who run their businesses through social media. This mini research project provides
relevant information for professionals interested in trading on social networks. That means the
service provides information related to the opportunities and benefits offered by social media
marketing. Therefore, this study assists entrepreneurs and the general public with regard to the
challenges and opportunities of marketing on social media.

1.3 STATEMENT OF PROBLEM

Nowadays, we live in a world that is not so important in the papers, television and journals etc.
Humans live in an atmosphere that has a profound effect on electronic devices, such as cell phones,
tablets, and computers. In addition, people are exploring the world through social networking sites
or social networks. These social networks or forums are not the only places for information
exchange. But it is also used for business purposes, professional careers, e-learning, marketing,
skills development etc.

People are not able to eliminate the role of social media in their normal lives. It has an effect on
the human mind. There is usually no difference in age groups through social media. Here, business
opportunities from social media are considered by emerging entrepreneurs. Emerging
entrepreneurs therefore have a major role to play in closing the market in their hands through social
media platforms.

In this study we aim to continue to know how easy and effective it is for young entrepreneurs to
use social media as their tool to advertise and market their goods and services.

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1.4 OBJECTIVES

1) Check the profile of people who engage in social media marketing.

2) Analyzing the level of satisfaction of entrepreneurs in social media marketing.

3) To find out if there is a wise age difference in perceiving the benefits of social media marketing.

4) To find out if there is an academically wise difference in recognizing the benefits offered by social
media marketing.

5) To find out if there is a relationship between the level of satisfaction and the year of experience in
social media marketing.

6) Finding the relationship between investing in social media marketing and the type of business
entrepreneurs.

7) Find out if there is a relationship between the problems entrepreneurs facing with their
number of years of experience.

1.5 SCOPE OF THE STUDY

Through this study attempts have been made to find out effective marketing on social media about
the performance of emerging entrepreneurs. If we look at the huge marketing space on social
media in our country, it will not be possible to cover everything. Therefore, in this study samples
were selected from Kerala entrepreneurs who do their business through social media platforms.

1.6 PLAN OF THE WORK

The whole study is divided into five chapters:

Chapter 1: This chapter discusses the basics such as introduction, problem statement, researchobjectives,
research scope, research significance, research methodology, analytical tools etc.

Chapter 2: This chapter discusses the concept and issues related to research. Various research-related
reviews are mentioned in this chapter.

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Chapter 3: This chapter covers the marketing profile of the social media platform.

Chapter 4: This chapter discusses the research methodology. Includes research design, hypothesis, data
sources, sampling method used, analysis tools etc.

Chapter 5: This chapter includes data analysis and interpretation. The analysis was performed with data
obtained from a questionnaire. Various analyzes, tests, charts, statistics etc for research are shown in this
chapter.

Chapter 6: This chapter presents the findings, recommendations and conclusions of the research work
taken from the analysis and interpretation of the data.

1.7 LIMITATIONS OF THE STUDY

 Time to do a thorough research is too short.

 Population barriers.

 The current study was confined to Kerala. Therefore, research findings and
recommendations may not apply to other regions.

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 CHAPTER 2
REVIEW OF LITERATURE

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LITERATURE REVIEW
A Literature reviews are the subject of a text that aims to review key points of current knowledge
and methodological approaches to a particular topic. The purpose of this chapter is to review
studies that address the same or similar issues. The literature on the topic has been updated to
create a comprehensive research design for current research. Reviewing existing research studies
is an important factor that guides a researcher in identifying a gap in a related field of knowledge.
This chapter therefore attempts to present the findings of previous studies that illuminate different
concepts in a related field. The review contains a variety of research activities by other researchers,
articles published in journals and journals, case studies and Ph.D.

Malin Fridolf and Alem Arnacutovic (2011) 1, in his study entitled "A case study of saab
automobile AB" examined the effectiveness of social media marketing. This study is entitled
Thesis master in international business 15 ECTS. Malin and Alem submitted the study to a western
university in the spring of 2011 under the Department of Economics and Information. This
research is descriptive and descriptive, and is a natural capture, based on the information and
theories of the theater. The data was collected through personal interviews with the credit bureau
and companies communication platform applications. They concluded that strengthening company
ownership, building trust in the company and creating relationships through social media. Social
media is a cost-effective way to be global and create access.

Shilpa H. CHHEDA (2014) 2, has made an effort to “Impact of social media marketing on
the performance of micro and small business”. The objectives of the study were to identify the
different types of small and medium enterprises that use social media marketing, to study the
impact of social media on business performance, to study the impact of various promotional
activities on product visibility and to study the functioning of social media platforms. business
after the inclusion of telecommunications marketing. They use experimental research. The bulk
data collection method is used. Key data was collected through an online survey questionnaire.
Wrong - possibly a simple sample method is also used in data collection. You have used a snowball
sample on purpose.

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John N. Fotis (2015), thesis included in “Use of social media and its impact on consumer behavior;
the context of the holiday trip”. In this study the researcher used a simple sample, judgment or
purposeful sample and a theater sample. The researcher identified four types of responses in the
respondent. That is, the user can move on to actions, develop what he or she wants, generate
emotion and inspire future trips related to the social media platform. Samples selected from seven
focus groups were made with 51 social media users who were on holiday over the past 12 months.
It turns out that social media is used in all stages of holiday-related decision-making.

Daiana Tont (2016), in her research entitled “Social media marketing; the entrance to the
consumer cabinet” has found that consumers use a wide range of products in their wardrobe. Used
netnography and surveys, in the marketing areas of the communication platform for selected high
street fashion brands. Multiple retrospective analysis was used to evaluate the effects of social
media marketing on customer relationship assumptions- intimacy and trust. The main aim is to
investigate how top fashion designers use social media, especially Facebook and twitter to improve
customer relationships and thus build personal relationships between brands and consumers. In
this study you analyzed that high street fashion articles posted on twitter and facebook are
interesting to note that all high street fashion seems to interact with users on twitter rather than
facebook in personal conversations, especially River Island and H&M.

Nick Hajli (2011), research on "Handbook of research on integrating social media into strategic
marketing" provides insight into modern developments in social media marketing and special
reference to the emergence of online technologies and their impact on various marketing activities.
He divided social media into three key components such as public publishing technology,
information dissemination and relationship building. The researcher analyzed that a business
should manage and actively manage all of its social media profiles, blogs and accounts and respond
quickly to people's questions and comments.

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Ashir Ashir Ahamed and Mubasher Ibrahim (2016), in their article entitled “Facebook business
value: A lot of guilt from the developing world” explored how SMEs could use social media to
perform various functions such as marketing, community building and managing customer
relationships. This study examines the use of facebook among SMEs in the developing world and
aims to increase existing understanding of how SMEs generate business value through facebook.
An in-depth interview was conducted. Here the researcher expected, this study will speed up the
understanding of business values that can be found on facebook by SMEs, especially in developing
countries like Pakistan.

Sarah Cox (2012), conducted a study on “small business communications marketing: Exemplary
research” among small business owners. The purpose of the study is to understand how a small
business owner, known for using social media platforms to grow a business, uses social media to
engage consumers. A case study was presented, followed by an in-depth discussion with the small
business owner, and accompanied by an analysis of the business post on Facebook and Twitter.
The outcome of the case study reveals the different strategies used by the owner to build and
maintain relationships with clients. Research concludes that connecting and building relationships
with other businesses, increases product exposure: focusing more on relationships rather than
marketing, increasing sales: interesting content promotes collaboration and one key barrier to
entering the learning curve.

Freeman and Chapman (2013), conducted a “research study of social media marketing and
traditional media in the Irish fashion industry” in Ireland. In this study data were collected through
personal interviews. Each of the five interviews was done exactly the same. The main objectives
of the study were to investigate the perceived benefits of using a social media platform, addressing
the impact of social media on mainstream advertising, comparing and comparing the benefits and
problems of both approaches. The researcher analyzed that, the fashion industry has neglected to
embrace social media for some time and has recently opened up the opportunity to move forward
with collaborative, online communication processes. Survey data findings revealed that all
participants said that the most effective digital approach was their company's website, all
interviews offer unique product lines on their website as a reason for customers to return, each
company's website has a simple and easy-to-navigate domain name around, making it easier for
customers to shop.

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Lingling Zhang (2015), researched “the effect of social media marketing, product marketing and
communication strategies: a case of visiting Denmark” in Denmark. This thesis aims to provide
insight into the integration of social media marketing communications and product strategies from
the perspective of a local marketing organization. Quality case study methodology has developed
an understanding of the marketing approach of the destination marketing organization (DMO).
The researcher found that audience interaction and dual communication increase a customer’s
interest in content and can lead to better relationships with the product. The researcher concluded
that the social media platform plays an important role in communicating with a large audience and
provides a two-way communication strategy for marketing campaigns.

Abdul Wahab Al-Sadani (2015), conducted a study on "how the social media platform works as
a key marketing tool for small and medium enterprises" in Spain. The researcher became interested
in marketing on social media and its power during its placement in Spain. The researcher collected
data on discussion and questionnaire. The main purpose of the study was to find out how the social
media platform could function as a major SME marketing tool through a student tourism agency
called WLS as an example. An experimental research method is used. Based on the analysis section
and all the results obtained from this study it is appropriate to mention that marketing tool for the
SME communication platform at least in the tourism industry. The researcher cannot say that the
same methods will work with the same success and ensure the full level of success.

Oren Bulka (2015), conducted a study on “social media marketing: how social media gives power
and responsibility to online companies” in Portland, Oregon. The researcher has analyzed from
news stories of general subject research, investigating various social media experts, and reading
books about social media platforms. Key data was collected through interviews and data. The
second part of her research is talking to various social media professionals to get information about
trends and feelings about social media. Here the researcher concluded that while social media has
been a success for many newcomers to the United States, it is important to remember that social
media strategies must have a global impact but also respond locally.

Chandwani vinod surenderkumar (2016), conducted a study "on the study of the impact of
social media marketing on consumer purchasing behavior towards the thane region" in Rajasthan.
The main objectives of this study were to study the concept of social media marketing, to evaluate

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the various consumer-selected channels of consumer decision-making by traditional channels and
to analyze the impact of social media on consumer purchasing behavior. The total population of
this study is 2000 customers and 30% of the samples were collected from these people. The
researcher explored various social media platforms that work on social media such as Facebook,
twitter and more. Studies show that the use of Facebook is 19% less usage and 40.3% more
frequentuse and 29.8% less use.

Michael Putter (2017), in his article “The Impact of the Consumer Communication Forum” in the
International Business and Marketing Research Journal. The article states that the increasing focus
on social media has stopped advertising the state of the art and changed the way companies interact
with their target groups. As a result, the effective use of social media has become an important part
of creating and maintaining competitive advantage. Companies that incorporate strategic approach
to the use of the social media platform will have more benefits than those who do not. In assessing
the impact of the communication platform on marketing strategies and marketing strategies, an
examination of existing literature on the use of social media and product perspectives can help
identify emerging and effective strategies to improve consumer engagement through social media.

Zhang Jing, Heaang Sotheara, Mama virak (2016), in their article titled “real social interaction
on the Facebook product page” in the Journal of International Business Research and Marketing.
They argue that consumer behavior in the virtual community varies depending on the type of
community they feel they belong to. Research can not only be done to understand what drivers can
participate in the product community but it may also seek to understand how members can relate
to the community. Findings show that hedonic gain is a very strong motivator, which connects to
high-level engagement. Although economic motivation and product learning are not found to have
an important effect on sharing and commenting on behavior: it is considered natural. From
theoretical delivery, the papers also provide marketing guides to promote visible social
engagement.

S. Divya and Bulomine Regi (2014), in their article titled “strong research on the effectiveness of
social media as a marketing tool” in the international journal of current research and educational
reviews. They say that with the advent of social media, it is even more obvious that social media
platforms such as Facebook, twitter, Orkut, myspace, skype, etc., are being used extensively for
communication purposes. One of the most important benefits of using social media is the sharing

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of information and knowledge online between different groups of people. It is not really possible
to design a marketing strategy without considering social networks. This paper conducts
informative research to understand the effectiveness of social media as a marketing tool.

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 CHAPTER 3
THEORATICAL FRAMEWORK

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3.1 INTRODUCTION
Term Communication refers to the use of web-based technologies and mobile phones to transform
communication into interactive communication. Social media marketing refers to the process of
getting website traffic or attention through social media. Social marketing, means building a
business through many different media, such as streaming videos and blogs, because this gives
your product exposure a boost. Social media as a means of advertising provides, at its very least,
a healthy and direct relationship between brands and their community in an online environment.

According to Andreas Kaplan and Michael Haenlein, social media is "a group of online-based
applications that build on the basics of Web 2.0, allowing for the creation and exchange of user-
generated content."

According to Charlene Li and Josh Bernoff social media and social media are part of an event that
changes the way we communicate with our members and potential members.

HISTORY OF SOCIAL MEDIA

When we think of social media, we often think of Facebook and twitter. In reality, though, it is
much more than that. Early methods of sending long distances may have been audio and visual.
People used to come in contact with signs of smoke during the day and light fires at night in ancient
China, Egypt, and Greece. Drums were used in many parts of the world to increase the volume of
the human voice in order to communicate. The seeds of the media were sown in the middle of 550
BC when a common postal system was set up in Iran where horsemen and horse-drawn carriages
could carry mail. Usually, the mail included government mail and was sent from place to place.
The 18th and 19th centuries were a time of prosperity when such devices as the telegraph (1792),
telephone (1890), and radio (1891) introduced the new era of sending and receiving messages over
long distances. An increasing number of direct messages between businesses, financial and legal
offices and banks in developing cities, as well as traffic jams, have resulted in new telegram and
letter transport systems. A pneumatic post was introduced to combat telephone network failures in
Paris. The invention of telephone and radio took over

definition of communication at another level. The 20th century was marked by the growth and
development of the Internet. With the growth and development of the internet, came the era of

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exchanging messages from one person to another digitally or through the web. Email, ARPANET,
USENET, BBS (Bulletin Board System), IRC (Internet Transfer Chat), Listserv, Blogger, Six
Degrees, live journal, Napster was one of the most important sites for communication and sharing.

The 21st century has been the catalyst for the growth of social media with the launch of Friendster,
Fotolog, Photobucket, Flickr, Orkut, Facebook, Ning, Digg, Twitter, Netlog, you tube etc.
telegraph days and recent days of Internet transfer (IRC) interviews, and it continues to emerge. In
the last few years, the social media platform has become an online forum. Major social networking
sites and social media websites are constantly evolving and developing, so they are sure to continue
to emerge in the years to come.

REASON FOR SOCIAL MEDIA MARKETING

 Social media helps to get word out first

Social media is really helpful in getting the word out about a business. But more important than
exposure provides an opportunity for the organization and offers to grow relationships with those
targeted audiences. Facebook followers, Twitter followers, and LinkedIn contacts are people who
know the organization, who may have done business with them in the past, and may tell their
friends about the organization. The social media platform allows anxiety to strengthen
relationships with these social media engagements. And because that engagement is easily seen
in the current fan base and followers, the social media platform can introduce business to new
audiences and enable them to reach your next big customer.

 Social media is popular

You need to be a dedicated tech blogger or an online marketing expert to know that social media
is really popular among consumers. With over one billion people (yes, 1 billion) on Facebook,
200 million people on Twitter, and 200 million more on LinkedIn social media will affect almost
every mobile customer by the door. For many small businesses, Facebook is the first social media
marketing platform. With its wide reach and flexibility there are very few businesses that have
not benefited from being on Facebook. And getting started there will make it easier if they want
to try something new.

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 Social networking sites are free

No hosting startup on social media is completely free. Face Book, Twitter, and LinkedIn all offer
free accounts for users and businesses and registration will require nothing more than an email
address. Some sites like LinkedIn provide paid accounts with features aimed at the most advanced
users, but for startup purposes, there are no advance costs for most social networks.

 Social media reaches all ages and demographics

Social media has literally broken down the age barriers that once stood in line with the way people
thought about social media.

 Social media promotes two-way communication

There is no marketing tool available for small businesses today that offers the kind of dual
communication that comes with using social media platforms. It has the ability to capture any
feedback you receive through a tool such as email marketing and high billing that allows
customers to share their thoughts, questions, and ideas quickly and publicly without taking the
time to write the entire email.

 Communication platform is ideal for customer service

Providing quality customer service is probably already a priority for a small business. But along
with the two connections provided by the communication platform, it also offers a unique
opportunity to enhance the customer service game and provide instant satisfaction to the target
audience. This will allow you to show how much you care by providing a memorable experience
and will ensure that no customer question can be identified. And by monitoring the social media
platform to get customer feedback and provide feedback, it really helps to drive real business
results. Social Media Can Make a Big Difference with Your Email Marketing.

 Social media has completely changed the game when it comes to the way small businesses

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think about email marketing. Sharing an email newsletter on all social networks can open
up content to new audiences and ultimately produce the kind of buzz they are looking for.
Together, these powerful tools have redefined the marketing landscape and truly balanced
the playground of small businesses trying to better communicate with current customers and
reach new business audiences. Sharing your email newsletter across all your social networks
can open up content to new audiences.

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3.2 SOCIAL MEDIA MARKETING PROCESS

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3.3 BENEFITS OF SOCIAL MEDIA MARKETING

The benefits of marketing through social media are many and are widely available at very low cost.
By using social networks, a company can:

 Increase Product and Product Awareness Awareness

Marketing on social media will increase awareness by increasing the online presence of your
products and product. When a company creates a team or organizes a promotion on a social
networking site, members are reminded of your product and website for all communication. As
customers decide which groups they want to join and what information they want to receive, this
information is usually well received.

 Increase Web Traffic

Links, recommendations, and other posts on social networking sites often contain web links. When
a company is mentioned and a link is added, this post attracts traffic to your site, which increases
brand awareness and product. Due to the design of social networking sites, these links are naturally
directed at potential customers who have an interest in a company, product, or services.

 Increase Customer Trust

When done well, marketing a company or products by building a social network can greatly
enhance customer loyalty. If corporate participation is consistent and credible, adding value by
providing useful content, and appearing personal, will greatly enhance the company's reputation
while building trust and credibility. Give assistance first, and promote products only when asked
and when appropriate; otherwise, your efforts may be considered spam.

 Enhance the Success of New Product Delivery

Social networking sites provide a unique opportunity to explore the relevant community about the
needs and requirements of their products. The community can direct and participate in the product
development process. Giving them a voice in the process can increase credibility and ensure
success when a new product is introduced. Users of social media profiles themselves when they

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join a network. These profiles can contain a lot of information, and their purpose is to help the user
connect with other shareholders similar interests and activities. Profiles contain, not only basic
information about the user, but also information about their education, technical fields,
publications, membership of other groups, location, and occupation (among other information).
For advertisers, this information is important as it can be used to promote targeted marketing
messages.

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3.4 METHODS OF SOCIAL MEDIA MARKETING
Social media marketing is more commonly known as Internet marketing. Today people can find
many ways to market online. Most people who go into this online ad are not worried about your
guaranteed success. The Internet attracts many business people to grow their business online.
Marketing on social media has grown to such an extent that today most people cannot earn without
you. Other well-known network marketing tools are Facebook, My Space, Twitter and LinkedIn.
Twitter has become a popular site for newcomers to social media marketing.

There are several popular ways to market on social media:

 Blogging

When someone starts blogging or posting data on any product, it can later become a big business
with a blog. Websites and blogs are the most powerful marketing tools on social media compared
to other social media tools. A blog is an amazing tool that offers many other resources beyond just
the marketing business. It is also helpful to communicate with other clients in the event of
problems. The most effective would be to integrate the social media and content marketing and
blogging, for example, to create links back to landing pages and get higher exposure products.
There are many article references that allow free article submission. Each topic should be different.
Blogging is also very popular in brand creation. Like anything else, it is important to make sure
that the brand is unique.

 Personal website or blog

It is important to have confidentiality that will help customers to know about the company and will
make them aware that the company has a serious business and help make big money through online
marketing.

 Article sales

And it is the best and cheapest way for online marketing. It is a commercial way of advertising by
simply writing articles and attracting endless numbers of users around the world. Today it has
provided free business to many advertisers and publishers and they really benefit from their
articles.

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  Emailing

Emailing is the best way to sell. The best way to compile a list of email addresses is through
portfolio websites and email about business for all online users. Email should be attractive in such
a way that the recipient will be impressed to get back to you. It is also difficult to trace that fine
line between spam and build a social media platform. When certain people are contacted to make
money, the company sends a spam. This is a very profitable way of marketing.

 Using social networking sites

Social networking sites such as Twitter and Facebook can be used to promote marketing. This
provides the best forum for all those who are considering online marketing. 23

 Video enhancement

In social media especially video marketing can also be very effective. Millions of Internet users
watch videos every day. A short video about your services and products can reach millions of
potential customers. Several video distribution websites are very important in advertising. These
websites upload the service worldwide. All you need to do is record a video about marketing and
post it on sites that upload videos like You Tube. It seems to be an easier way to market than any
other method as more people will be interested in watching videos than the wording of advertising.

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3.5 SOCIAL MEDIA MARKETING CHANNELS

3.6 DIS-ADVANTAGES OF SOCIAL MEDIA MARKETING

 They are not built for business.
 Negative feedback and product contamination.

 Rely more on ads.

 Low ROI.

 Time consuming. 

 You need to keep busy and active.

 It is difficult to measure.

 Security and privacy policy issues

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 CHAPTER 4
RESEARCH METHODOLOGY

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4.1 RESEARCH DESIGN
The research design is the structure and structure of the research to find answers to research
questions (Kerlinger, 1986). According to Cooper and Scindler (2003), the key to building research
as a work-based and time-based system; based on the research question; directs the selection of
resources and information.

This study is designed as descriptive based on key data.

STATEMENT OF PROBLEM
Nowadays, we live in a world that is not so important in the papers, television and journals etc.
Humans live in an atmosphere that has a profound effect on electronic devices, such as cell phones,
tablets, and computers. In addition, people are exploring the world through social networking sites
or social networks. These social networks or forums are not the only places for information
exchange. But it is also used for business purposes, professional careers, e-learning, marketing,
skills development etc.
People are not able to eliminate the role of social media in their normal lives. It has an effect on the
human mind. There is usually no difference in age groups through social media. Here, business
opportunities from social media are considered by emerging entrepreneurs. Emerging entrepreneurs
therefore have a major role to play in closing the market in their hands through social media
platforms.
In this study we aim to continue to know how easy and effective it is for young entrepreneurs to use
social media as their tool to advertise and market their goods and services.

Page | 27
4.2 HYPOTHESES

H01: There is no age difference in opinion on marketing opportunities on social media

H02: There is no academically intelligent difference in identifying marketing opportunities on
social media
H03: Investment in social media marketing is independent of the type of business
H04: The number of years of service in social media marketing is independent of the level of
satisfaction of employees
H05: The problem that entrepreneurs face depends on their experience

4.5 VARIABLES USED

The variables identified to measure the performance of a social media platform are as
follows:

Table No 4.1
List of variables

Main variable Sub-variable

1. Benefits 1. Brand loyalty

2. Cost saving
3. Online offers, discounts
4. Advertisement of product
5. Instant communication
6. Customer database
7. Attraction to younger generation
8. Customer feedback
9. Customization of product
10. Faster transaction

Page | 28
2. Satisfaction level 1. Sale
2. Customer awareness
3. Customer Attitude
4. Technological advancement
5. Network connection
6. Goodwill
7. Customer feedback
8. Customer engagement

3. Problems 1. Unawareness
2. Digital illiteracy
3. Connection problems
4. Experiences from customers
5. Work pressure
6. Feedbacks from customers

4.6 POPULATION OF THE STUDY

The research is closely related to the effectiveness of social media marketing, so the population
refers to emerging entrepreneurs within Kerala who do business through the social media platform.

4.7 SAMPLE SIZE

There are a large number of emerging entrepreneurs in Kerala. It is very difficult to
collect data from all of them, so this study is based on 124 samples..

4.8 SAMPLE TECHNIQUE

A snowball sample method was used to collect data from various entrepreneurs. Snowball sampling
refers to a non-probability sampling method (including targeted sampling) that starts with a small
number of known people and expands the sample by asking those first-time participants to identify
others who should participate in the study.

Page | 29
4.9 SOURCES OF DATA
The research is based on primary data only. Information collected from business people from my
family and friends' circles, friends and acquaintances who follow me on Instagram and Facebook.

4.10 PRIMARY DATA

A questionnaire was used to collect key data from respondents to draw conclusions. The
questionnaire is structured and contains questions to assess the success of entrepreneurs in social
media marketing.

4.11 TOOLS OF ANALYSIS

 Percentage Analysis
 An ova
 Chi-square
 Pie Charts
 Bar diagrams

Page | 30
 CHAPTER 5
DATA ANALYSIS AND INERPRETATION

Page | 31
INRODUCTION

In the previous chapter, the theoretical background of social media marketing and its benefits are
provided. This chapter discusses social media marketing and tries to analyze your opportunities
and management. In addition, an effort has been made to analyze the benefits of online marketing.
To measure the effectiveness of marketing on social media platforms, data was collected on 50
emerging entrepreneurs from the Malabar region. An example of the questionnaire used to measure
efficiency is provided in the Appendix in the last section of the thesis.

PROFILE OF THE RESPONDENTS

Since the study respondents' samples have different backgrounds, it is important and reasonable to
check the respondent's brief profile. The statistical variables listed in the study are listed below.
 Sex
 Age
 Qualifications
 Type of business
 First year of investment experience

This chapter discusses analyzing basic data collected from a sample of 100 respondents.

Page | 32
GENDER WISE CLASSIFICATION

Table 5.1

GENDER No: of Percentage

respondents
Male 52 52
Female 48 48
Total 100 100

Figure 5.1

48% Male
52% Female

INTERPRETATION
The intelligent distribution of gender data suggests that participation in women is limited in this
study. In Table 4.1 it is noted that of the 100 sample entrepreneurs, 52% are male and 48% are
female.

Page | 33
AGE WISE CLASSIFICATION

Table 5.2

Age No: of Percentage

respondents

Below 25 65 65
25-45 24 24
45-65 8 8
65 & above 4 4
Total 100 100

Figure 5.2

65
45- 65
25- 45 above
8% Below
24% 4% 25
64%

Below 25 25- 45 45- 65 65 above

INTERPRETATION
Above Table 4.2 shows the age groups of respondents from Kerala. From the Table it is found
that sample unit consists of maximum 65% of respondents are belong to the age of 18-25 years,
followed by 24% in the age group of 26-40.

Page | 34
EDUCATIONAL WISE QUALIFICATION

Table 5.3

Educational No: of Percentage

qualification respondents
Below SSLC 3 3
SSLC 8 8
+2 3 3
Graduate 39 39
Post graduate 45 45
Others 2 2
Total 100 100

Figure 5.3

50
45
40
35
30
25
20
15
10

Below SSLC SSLC Plus Two Graduate Post graduate Others

INTERPRETATION
Above table shows the educational qualification of entrepreneurs. Among this 39% of
entrepreneurs are graduated and 45% are post graduated. 8% of entrepreneurs are qualified
SSLC and 3% of entrepreneurs are qualified below SSLC.

Page | 35
CLASSIFICATION ON THE BASIS OF TYPE OF BUSINESS

Table 5.4

Type of business No: of Percentage

respondents
Manufacturing 31 31
Distribution 18 18
Retailing 29 29
Customer service 11 11
Others 14 11
Total 100 100

Figure 5.4

Others

Customer service

Retailing

Distribution

Manufacturing

10 15 20 25 30 35

INTERPRETATION
Entrepreneurs commonly focused on manufacturing business. That is 31% of entrepreneurs are in
retailing business. It is followed by retailing business with 29%. 18% of entrepreneurs are focused
on distribution business and 11% are doing customer service business and other type of
businesses.

Page | 36
CLASSIFICATION ON THE BASIS OF INVESTMENT IN SOCIAL
MEDIA MARKETING

Table 5.5

Initial investment No: of Percentage

respondents
Below 10000 53 53
10000-50000 21 21
50000-100000 13 13
Above 100000 13 13
Total 100 100

Figure 5.5

60

50

40

30

20

10

Below 10000 10000-50000 50000-100000 Above 100000

INTERPRETATION
Capital investment is important to the business. The above table shows that majority of the
respondents, that is 53% of entrepreneurs are invested only rupees below 10000. 21% of
entrepreneurs are invested between 10000-50000. It is followed by capital investment of more than
100000 (11%) and capital investment between 50000-100000 with 4%.

Page | 37
CLASSIFACATION ON THE BASIS OF YEARS OF EXPERIENCE

Table 5.6

Year of No: of Percentage

experience respondents
Less than 6months 24 24
6month-1year 42 42
1year-2year 19 19
More than 2years 15 15
Total 100 100

Figure 5.6

More than 2years

1year-2year

6month-1year

Less than 6months

10 20 30 40 50

INTERPRETATION
Entrepreneurs in social media marketing are recently jointed in their business. 42% of
entrepreneurs are jointed in between 6 moths - 1 year. 24% of entrepreneurs are jointed within less
than 6 months. It is followed by 19% who are using it for 1year- 2year.Least experienced
entrepreneurs are using social media for marketing efforts more than 2 year with 15%.

Page | 38
JOB SATISFACTION LEVEL OF ENTREPRENEURS
The satisfaction level of entrepreneurs on their business is very influencing factor on effectiveness
of social media marketing. In order to obtain the level of satisfaction, it is categorized into different
scales as follows.

Table 5.7

Classification on the basis of job satisfaction

Satisfaction Frequency Percentage

Highly satisfied 42 42
Satisfied 52 52
Neutral 5 5
Dissatisfied 0 0
Highly Dissatisfied 2 2
Total 100 100
(Source: Primary data)

Figure 5.7

Satisfaction Level
Highly Dissatisfied

Dissatisfied 0

Neutral 5

Satisfied 52

Highly Satisfied 42

10 20 30 40 50 60

INTERPRETATION
Most of the entrepreneurs are satisfied with their work through social media.42% is highly
satisfiedwith their work and 5% are neither satisfied nor dissatisfied with their work through
social media.

Page | 39
CLASSIFICATION OF SOCIAL MEDIA MARKETING PLATFORMS
Social media platform is a service, site or method that delivers media to an audience. Its functions
are to deliver, but also sometimes to deliver, sometimes to allow feedback, discussion or sharing.
In order to obtain the most preferred social media marketing, it is categorized into following scales.
It is shown in table 4.3.

Table 5.8

Classification of social media marketing platforms

Platforms No-of Responses (%) Rank

responses
Facebook 69 69 3
YouTube 39 39 4
Blog 15 15 5
Instagram 87 87 1
WhatsApp 81 81 2
Twitter 3 3 6
Others 15 15 5

INTERPRETATION
The above table indicates that 87% of entrepreneurs using Instagram as a platform for marketing,
81% of entrepreneurs using WhatsApp, 69% of entrepreneurs are using Facebook, 39% of
entrepreneurs are using YouTube for their marketing, 15% using blog and other platforms and
3% of entrepreneurs are using twitter as a platform for marketing. This indicates that high
preference is given to Instagram as a platform for marketing their services and least preference is
given to twitter.

Page | 40
MAJOR MARKETING PRACTICES THROUGH SOCIAL MEDIA

Table 5.9

Marketing Activity No: of Respondents Percentage %

Advertising 26 26

Networking 57 57

Consumer loyalty 11 11

Reputation building 3 3
Canvassing 3 3

Total 100 100

Figure 5.8

Marketing Practices
Canvassing
Reputation building

consumer loyalty 11
Sales
Advertising 26

Networking 57

10 20 30 40 50 60

INTERPRETATION
It is understood from the figure that networking (57%) is the most practiced activity through social
media by emerging entrepreneurs followed by advertising (26%), consumer loyalty (11%),
reputation building and canvassing (3%).

Page | 41
FINDINGS, SUGGESTIONS AND CONCLUSION

Page | 42
FINDINGS
The study presents the following findings:

 The majority of respondents (52%) were male.

 The majority of respondents (65%) are 18-25 years old.

 Most respondents Graduated and Graduated.

 Among the 124 respondents 31% of respondents focused on the production business.

 Investment of less than 10000 emerging entrepreneurs as the first investment in their
business on social media.

 42% of entrepreneurs recently joined social media marketing, meaning they only join within
6 months to 1 year.

 Of these more than half the respondent entrepreneurs are satisfied with their work through
social media.

 Through the use of social media related marketing channel, entrepreneurs are more focused
on Instagram, WhatsApp and Facebook.

 According to the social media marketing platform, entrepreneurs are particularly fond of
Instagram, WhatsApp and Facebook respectively.

 The main practice of marketing through social media is communication followed by

advertising.

 The age and perspective of the entrepreneur shows a significant difference, i.e., the age
andperspective on marketing opportunities on social media depends.

 With regard to qualifications and entrepreneurial perspective, there is no significant

difference between education and perception of marketing opportunities on social media.

Page | 43
 The relationship between social media marketing investment and the type of business is
dependent, which means that the investment of entrepreneurs in social media marketing
varies depending on the type of business.

 There is a big difference between the level of satisfaction and the year of experience. That
means they both trust.

 The relationship between the challenges entrepreneurs face and the year of experience shows
that they are interdependent.

Page | 44
SUGGESTION

 Entrepreneurial skills and knowledge can be improved in the field of social media
marketing by providing them with additional awareness of the marketing tools and
strategies available on social media. 

 Providing digital information to customers can also ensure the effectiveness of digital
marketing.

 Further technological advances in the field of social media marketing and entrepreneurship
awareness will therefore help to ensure the effective functioning of social media marketing.

 Appropriate market and customer training before investing in advertising can help
entrepreneurs. 

 Offering reward points for each online response from customers will help businesses get
more feedback and thus help increase product loyalty. 

 Challenges to social media marketing can be alleviated by educating people more

effectively and strengthening the online services sector.

 Most customer dissatisfaction can be reduced by contacting them immediately. 

Page | 45
CONCLUSION

The study concluded that emerging entrepreneurs are more focused on social media as a
better platform for profit making and marketing. Social media marketing is a new or innovative
idea created among entrepreneurs. Social media marketing does not require a new business or
portable business units. Entrepreneurs can attract more potential customers to the market by
investing less in social media marketing. Social media is a great platform to easily find a website
for potential customers and their profile. Feedback from existing customers will help attract
customers to the product. Businesses can also track browsing and other online client activities and
design-based marketing strategies. It will help increase traffic to business websites and pages and
thus increase sales of their products and services.

Page | 46
REFERENCES (APA Style)
1. Malin Fridolf & Alem Arnacutovic. (2011).A case study of saab automobile
AB.Trollbattan.Masters theses in international business 15 ECTS

2. Shilpa H. CHHEDA.(2014).Impact of social media marketing on performance ofmicro and

small business.Masters thesis,D.Y Patil university

3. John N.Fotis.(2015).The use of social media and its impacts on consumer behavior : thecontext
of holiday travel(Doctoral thesis, Bournemouth university). Retrieved from
http://eprints.bournemouth.ac.uk/22506/

4. Daiana Tont.(2016).Social media marketing ; a gateway to consumer’swardrobe(Master’s

thesis, Erasmus university Rotterdam). Retrieved from https://thesis.eur.nl/pub/16982

5. Nick Hajli.(2011).Handbook of research on integrating social media into strategic

marketing(Doctoral thesis, Newcastle university business school, UK). Retrieved from
http://www.worldcat.org/oclc/931850754

6. Ashir Ahmed & Mubasher Ibrahim.(2016, January, 01). Business value of facebook; A multiple
case study from a developing country. Pacific Asia journal of the association for information
systems, retrieved from https://aisel.aisnet.org/pajais/vol8/iss4/4/

7. Sarah Cox.(01-01-2012).Social media marketing in a small business: A case study. Department

of computer Graphics Technology Degree Theses, Paper 16, retrieved from
http://docs.lib.purdue.edu/cgttheses/16

8. FreemanandChapman.(2013). An exploratory study of social media marketing and traditional

media in the Irish fasshion industry(master thesis, National college of Ireland). Retrieved from
http://trap.ncirl.ie

9. Lingling Zhang.(2015). The effect of social media marketing, on brand marketing and
communication strategy: the case of visit Denmark (master thesis, Roskilde University). Retrieved
from http://citeseerx.ist.psu.edn

Page | 47
10. Abdulwahab Al-Sadani.(2015). How effective is social media as the main marketing tool for
small and medium-sized enterprises (master thesis, Helsinki Metropolia University of Applied
Sciences). Retrieved from http://www.theseus.fi

11. Orean Bulka.(2015). Social media marketing: how social media give power andresponsibility
to companies on the internet (master thesis, university of Oregon). Retrieved from
http://scholarsbank.uoregon.edn

12. Chandwani vinod surenderkumar.(2016). A study on impact of social media marketing on

consumer buying behaviour with reference to thane district(doctor ofphilosophy, sri.jagdish
prasad jhabarmal tibrewala university). Retrieved from http://www.dnyanasadhanacollege.org

13. Micheal Putter.(2017,november,27).The impact of social media on consumer buying intention.

Journal of international business research and marketing, retrieved from
http://dx.doi.org/10.18775/jibrm.1849-8558.2015.31.3001

14. Zhang Jing ,Z. Sothera,H. & Virak,M(2016). Virtual community engagementon Facebook
brand page. Journal of international Business Research and Marketing, 2(1):7-13

15.S.Divya and Bulomine Regi.(march, 2014). An empirical study on effectivenessof social

media as a marketing tool. International journal of current research and acdemic review,
http://www.ijcrar.com

Page | 48
APPENDIX

Page | 49
QUESTIONNAIRE
I am GAUTHAM GOPINATH, student of School of SJES COLLEGE OF
MANAGEMENT STUDIES. As a part of getting our Post Graduation program, I have to undergo
a project on the topic of “Effectiveness of social media marketing as a marketing tool for
emerging entrepreneurs”. The questionnaire is purely for that purpose. Here I promise you the
data collected will be kept confidential.

1)Name :_ _ _ _ _ _ _ _ _ _

2) Gender :

Male Female

3) Age :
18-25

26-40

41-55

56& Above

4) Educational qualification:
Below SSLC

SSLC

+2

Graduate Post
GraduateOthers
5) Please indicate the type of business that you own?
Manufacturing

Distribution

Retailing
Customer service
Others

Page | 50
6) Please indicate the investment done for social media marketing?
Below10000
10000-50000

50000-100000

Above 100000

7) How long are you using social media for business promotion and marketing?
Less than 6months
6month-1year

1year-2year
More than 2years

8) Which are the platforms that you used for your social media marketing efforts?
(Multipletick)
Facebook
Twitter
YouTube Blog
Instagram
WhatsApp
Others
9) Main marketing practices on social media channels
Networking

Advertising
Reputation Consumer
Loya

Page | 51
 10) Please rate your benefits of social media marketing.

Strongly Agree Neutral Disagree Strongly

agree disagree
Social media marketing create brand

loyalty
Social media marketing can save the

cost of marketing
Online marketing can catch the market

through online offers, and discounts

It helps in advertising the product

easily
Social media marketing helps in

instant communication with customers

Online marketing helps to maintain

customer database
Social media marketing can highly
attract the younger generation

It helps to ascertain the customer

feedback

It helps in customization of the

Product
It helps in Faster transaction through

networking sites

Page | 52
 11) How satisfied or dissatisfied are you with following factors compared totraditional
marketing?
Very Somewhat Neither Somewhat Very much
much satisfied satisfied nor dissatisfied dissatisfied
Satisfied dissatisfied

I am satisfied with the sale

generated through online
advertising

I am satisfied with the level of

customer awareness about the
brandgained through social
media

I am satisfied with customers

attitude towardsonline
practices of the
businesses

I am satisfied with
advancements in social
media marketing tools

I am satisfied with network

connection andreach gained
through
social media marketing.

Page | 53
I am satisfied with
goodwill of the brand
gained through online
marketing
I am satisfied with the
customer feedback gained
through social media about
company online marketing
practices.
I am satisfied with customer
engagement while
marketing through
social media

12) How will you rate the following according to the most customer engaging
platform?WhatsApp
Facebook

YouTube
Twitter
Instagram
13) How would you feel the working in social media marketing compared to traditional
marketing?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Not so satisfied

Page | 54
14) Have you ever faced the following problems while working on social media Marketing?
Always Very Sometimes Rarely Never

often
Unawareness about online marketing
tools have been a challenge while
marketing
through social media.
Digital illiteracy of the
customers is a barrier to social
media marketing.
Internet connection problems
have been a barrier in social
media marketing.
I have faced Bad experience from
customers while engaging with
them through social
media.
There is Excess work pressure

in social media marketing

Lack of feedbacks from
customers have been a
challenge in social media
marketing.

15) What will you do to overcome these difficulties?

Page | 55
Page | 56
 203991
By

GOUTHAM GOPINATH

[MB201511]

Submission date: 04-Apr-2022 08:45PM (UTC+0900)

Submission ID: 1172734879

Regno: MB201511

Filename: 203991 (1.54 MB)

Word Count: 17,198

203991

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www.grammerly.com
 MINI PROJECT PROGRESS REPORT
Date of Topic discussed Progress as Signature Signature
meeting on date of student of guide

The student is expected to meet the guide at least once a week and carry this copy of the
mini project progress report

Principal HOD Guide signature

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