A Study Ofsocial Media And Its Role In Marketing 2.0.docx

“A study of IMPACT OF SOCIAL MEDIA MARKETING ON PERFORMANCE OF MICRO AND SMALL BUSINESSES” DISSERTATION SUBMITTED TO THE D.Y. PATIL UNIVERSITY SCHOOL OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF BACHELORS OF BUSINESS ADMINISTRATION

Submitted By: Tanishq Dixit Roll no. BBA017049

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DECLARATION

I hereby declare that the dissertation “A study of IMPACT OF SOCIAL MEDIA MARKETING ON PERFORMANCE OF MICRO AND SMALL BUSINESSES” submitted for Full time BBA Degree at D.Y. Patil University’s School of Management is my original work and the dissertation has not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles.

SIGNATURE OF THE STUDENT

PLACE: Mumbai

Date:

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IMPACT OF SOCIAL MEDIA MARKETING ON PERFORMANCE OF MICRO AND SMALL BUSINESSES

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CERTIFICATE

This is to certify that the dissertation entitled “A study of IMPACT OF SOCIAL MEDIA MARKETING ON PERFORMANCE OF MICRO AND SMALL BUSINESSES” is the bonafide research work carried out by Mr Tanishq Dixit, student of Full time BBA, at D.Y. Patil University’s School of Management during the year 2017-2020 , in partial fulfilment of the requirements for the award of the Degree of Bachelors in Business Management and that the dissertation has not formed the basis for the award previously of any degree, diploma, associate ship, fellowship or any other similar title.

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Dr. R. Gopal

Assistant Professor

Director & HOD

D.Y.Patil University

D.Y.Patil University

School of Management

School of Management

Place: Mumbai Date:

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Acknowledgment

I express my sincere thanks to my project guide, 222, Assistant professor, BBA Department, D.Y.Patil School of Management for guiding me right from the inception till the successful completion of the project. I sincerely acknowledge her for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he/she/they had provided to me with all stages of this project. I would also like to thank the supporting staff BBA Department, D.Y.Patil School of Management for their help and cooperation throughout our project.

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CONTENTS Chapter No.

Chapter I

Chapter II

Chapter III

Title

Page No.

Title

I

Declaration

II

Certificate

IV

Acknowledgement

V

List of Abbreviations

VIII

Executive Summary

X

Introduction

1

1.1 Introduction to Micro and Small Business

1

1.2 Introduction to Social Media

6

1.3 Statistics of Social Media Use in India

12

1.4 Introduction to Concept of Social Consumer

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REVIEW OF LITERATURE

21

2.2 Research Gap

43

OBJECTIVES AND METHODOLOGY 3.1 Purpose of the Study

RESEARCH

44 44

3.2 Objective of the Study

44

3.3 Hypothesis

45

3.4 Methods of Data Collection

46

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Chapter IV

Chapter V

3.5 Research Instrument

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3.6 Sample Description

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3.7 Data Analysis

48

3.8 Limitations of the Research

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SOCIAL MEDIA MARKETING

50

4.1 Introduction

50

4.2 Rise in Social Media Marketing

51

4.3 Social Media Marketing for Small Businesses

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ENGAGEMENT METHODS 5.1 Introduction 5.2 Importance of Engagement Methods

Chapter VI Chapter VII Chapter VIII

5.3 Engagement Techniques of Social Media Tools DATA ANALYSIS AND FINDINGS CONCLUSION SUGGESTIONS RECOMMENDATIONS

AND

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LIST OF ABBREVIATIONS

ADS – Advertisements B2B – Business To Business B2C – Business To Consumer CEO – Chief Executive Officer CRM – Customer Relation Management eWoM – Electronic Word Of Mouth FB – Face Book IAMAI – Internet And Mobile Association Of India IIM – Indian Institute Of Management IMRB – Indian Media Research Bureau IT – Information Technology MBBS – Bachelor Of Medicine And Bachelor Of Surgery MSE – Micro Small Enterprise MSME – Micro Small Medium Enterprises NSRCEL – N S Raghavan Centre For Entrepreneurial Learning P & G – Procter And Gamble RSS – Rich Site Summary SEO – Search Engine Optimization SERP – Search Engine Results Page SM – Social Media 8|Page

SMB – Small Medium Business SMM – Social Media Marketing SMO – Social Media Optimization

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SMMW – Social Media Marketing World TLD – Top Level Domain UNICEF – United Nations Children Fund And Emergency Relief

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EXECUTIVE SUMMARY The exploration write about, "Effect of Social Media Marketing on execution of miniaturized scale and private companies" is to consider how Micro and Small organizations can use social media to enter their business sectors, achieve their clients and create connections in an individual and direct way that can sling their image and raise their mindfulness as effectively as any extensive business. The report likewise reveals the impact of social media on buyers' internet purchasing choices. Social media was a totally new thing four years prior, numerous individuals did not comprehend what social media was and the impact it would have on all in our lives. It was an energizing intuitive medium which all of a sudden surprised the world to such a degree, that it progressed toward becoming something that no business, little or expansive, nearby or worldwide, could bear to disregard. Today, there are more than 1.28 billion dynamic clients on Facebook alone, right now the world's most prominent social system. Twitter, LinkedIn, Google+ and different other social media destinations have countless dynamic clients too .Social Media has significance for normal web clients, yet business also. Social media alludes to the methods for connections among individuals in which they make, share, or potentially trade data and thoughts in virtual networks and systems. Customarily, a private company would build up their connections by going from way to-way to bring issues to light and develop their image. How quick they accomplish this relies upon their financial plan and time accessible to their business. Customarily, expansive organizations had the intensity of achieving their business sectors through colossal promoting spending plan, which little organizations thought that it was hard to battle the firm challenge from these extensive organizations. In the present business condition, social media has turned into another promoting apparatus that is accessible to all organizations, that immediately creates associations with potential clients. Social media does not require tremendous interests as far as cash or time. 10 | P a g e

Social media is an apparatus which empowers independent ventures to achieve an expansive and conceivably worldwide group of onlookers in a brief timeframe with moderately little vitality. This has opened a totally different chance to the manner in which an independent venture can create mindfulness about its products, administrations and promoting exercises and ready to create connections by conveying positive picture and exchange about a brand. Social Media is an insurgency. Individual, expert, and business perspectives are consolidated consistently, and in a flicker of an eye, it advances outrageous broad entomb and intra correspondence and cooperation. Not at all like customary media channels, which offer a single direction experience, social media depends on a two-way intelligent experience between the buyer and the business. Social Consumer, the term included the examination, is one who takes an interest in social business, social shopping, and counsels with social media and social systems when settling on acquiring choices. Shoppers communicate with organizations or brands by means of social media, for getting limits or coupons, perusing surveys as a major aspect of buying process as clients explore item data before choosing to execute. Purchasers are happy to communicate with organizations through social media for their advantage, and furthermore to choose whether social media is the correct channel to use to get the esteem they look for and can help make trust for the organization. That esteem could be as a coupon or explicit data. Drawing in with an organization by means of social media may result in a sentiment of connectedness for buyers an enthusiastic, impalpable addition however the desire for closeness isn't what drives a large portion of them. For most purchasers, social media is tied in with drawing in with loved ones and getting to news and amusement not collaborating with brands. Organizations are wagering that social media communications will cause expanded client steadfastness.

Showcasing methodologies of different miniaturized scale and independent companies are starting to incorporate social media as a profitable instrument to associate with an immense pool of potential clients in ways that urge individuals 11 | P a g e

to share data in a conversational way. Despite the fact that advertisers have customarily centered the majority of their energies in guaranteeing the best situation in the market. There is the likelihood that over the timeframe individuals will begin to see social media destinations as the principle wellspring of all their data and subsequently the best open door for smaller scale and small businesses will unfurl here. Social media advertising has turned out to be progressively normal with the expanded prevalence of sites, for example, Twitter, Facebook, LinkedIn, and YouTube. Social media promoting alludes to advertising done through social media or social systems administration sites. While most organizations and associations have their very own sites, it tends to be hard to achieve clients not think about the association. Along these lines, numerous associations have thought that it was valuable to build up a nearness on sites, for example, Facebook, LinkedIn, and Twitter too. Social media advertising gives an ease chance to organizations to achieve huge quantities of clients and increase brand acknowledgment. Since social systems administration sites as of now have expansive set up online networks, organizations and associations can pick up introduction by just making their essence felt on these sites. Associations can make custom social media profiles, at that point construct their very own networks inside these destinations by including clients as companions or devotees. Numerous organizations pull in clients by posting regular updates and giving extraordinary ideas through their social media profile pages. While social media advertising is an amazing web based showcasing instrument, it is commonly used to enhance other promoting techniques as opposed to supplant them. Since pretty much any organization or business and join a social systems administration site, it very well may be hard to emerge from the group. Consequently, most organizations still depend on Web promoting and site improvement to create traffic to their sites. Social media advertising programs normally focus on endeavors to make content that draws in consideration and urges perusers to impart it to their social systems. A corporate message spreads from client to client and apparently resounds in light of the fact that it seems to 12 | P a g e

originate from a believed, outsider source, instead of the brand or organization itself. Thus, this type of promoting is driven by listening in on others' conversations, which means it results in earned media as opposed to paid media.

Thus the main objective of the study is: *To identify the various types of business using Social Media for marketing *To study the impact of Social Media on Business Performance *To study the impact of various online promotional activities on the brand visibility *To study performance of micro and small businesses after inclusion of social media marketing

The investigation in this manner endeavors to coordinate definitions and implications of Marketing, miniaturized scale and private companies from different diverse floods of contemporary research. A definite hypothetical assessment of Social Media, social media apparatuses, social media advertising, commitment methods of social media showcasing utilized by miniaturized scale and private companies, business advantages of Social Media Marketing is then endeavoured

Methods of Data Collection

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Essential information was gathered from smaller scale and independent companies and clients by utilizing a polls intended to catch their discernment and utilization of social media. The report presents itemized investigation to portray different perspectives identified with Social Media Marketing and its impact on organizations and shoppers, in light of which certain discoveries and end on the examination point are written down. Online research polls were set up for the study, one for the private company and other for the shopper. Survey was ordered with Multiple Choice shut finished inquiries as they are perfect for ascertaining factual information and rates. Further explicitly Closed-Ended Importance Questions, Likert Questions, Dichotomous Questions, open finished inquiry to get clear data about the subject were approached to gather information and accomplish the reason for study.

Limitations of the study Utilization of online survey, is regularly speedier and less point by point. The burdens of this strategy can be the avoidance of individuals who don't have a PC or versatile and furthermore require web association. Likewise the legitimacy of such overviews are faulty as individuals may be in a rush to finish it so probably won't give exact reactions and may not be happy to share subtleties. Limitations of time and assets were inescapable. Territory of concentrate for smaller scale and private companies was confined to Mumbai to show signs of improvement experiences of neighbourhood showcase. and further more every one of the devices of social media commitment are not investigated.

Major Findings of the Study 14 | P a g e

Social media in the present occasions, is the main action on the web, as larger part of the respondents of the examination have been observed to utilize social media for over 3 years and spend on a normal 4-5 hours on it daily. Individuals of any age are not effectively utilizing social media. Respondents of the age aggregate from 15 to 35 are the most dynamic while respondents above age gather 45 are commonly not occupied with social media for purchasing choices as they lean toward customary technique for shopping. Statistic subtleties can be construed as the respondents of the age gather 15-35 lead the study, showing that the more youthful age is investing more energy in social media locales as they are signed in regularly. Dominant part of the respondents found that social media is essential for their social life and they take part in it for the most part to associate with family and companions, socializing and gathering the data. Facebook is the most supported and prominent social systems administration site of the respondents pursued by linkedin and twitter, in this manner data on these social systems administration locales is by all accounts pertinent and of matter important to them. Dominant part of the respondents barely got impacted by the perspectives and audits of the family what's more, companions and furthermore the outside source, this may show that the basic leadership is affected to the degree of obtaining data. Respondents do discover the pertinence in the ad they see on social media locales and furthermore click on them here and there demonstrating they get pulled in towards the brand and need to gather data about the equivalent however it may not change over into a buy. They discover challenges, advancements, pictures, offers intriguing and like to take part, which demonstrates that brand data do impact the respondents. To the extent the shopping background is concerned, dominant part of the respondents who have shopped online reacted decidedly and were happy with the general understanding. The dimension of trust for shopping on the web is fabricating step by step as dominant part respondents consented to have shopped at some point or the other in the wake of tapping on the ad. Respondents are happy with the after deals administration given by the organizations selling on the web and they have once in a while tended to the complaint, which can be a stage towards trust building and relationship the board for shopping on the web. In general, the 15 | P a g e

components help to presume that the shoppers do get impacted by social media showcasing to some degree for settling on buy choices. Consciousness of social media is absolutely high among private companies; it has turned into all the rage. As it was discovered that almost 70% of respondents utilize social media for their business and to expand their perceivability. Be that as it may, all the while, on the opposite side of the coin about 30% of the respondents are still not utilizing social media and thus are passing up a colossal chance to interface and draw in with potential clients. Private companies have been slower to receive, for the most part since they feel social media isn't critical for their sort of business. Numerous respondents see their clients base don't utilize social systems or not appropriate for their kind of business. Truth be told, this notion was reverberated by 30% of respondents in an ongoing study which generally included merchants and producers. Lion's share of the respondents discovered social media showcasing vital for their business and were sure about its brilliant future possibilities, when requested their sentiments about social media. It was discovered that greater part of smaller scale and private company had done beginning speculation from zero up to 5 lakhs of spending plan to participate in social media for business. The fundamental purpose behind social media showcasing was to make a stage for featuring their image and make brand mindfulness as it would be troublesome for the private venture to publicize their item by other costly and paid mediums with restricted assets. The brand featuring was done through different social media instruments like facebook, twitter, pinterest, linkedin by utilizing different commitment strategies. Greater part have reacted that they have not estimated the expansion in the income after the consideration of social media as a promoting instrument, as there can be various different components which affect the income age of organizations. Albeit social media showcasing is a generally late idea in India, it has re-imagined the manner in which organizations are executing promoting efforts. With the online medium giving mass reach and minimal effort benefits, social media advertising is an incredible asset for huge organizations as well as for little pioneering new businesses. Organizations should imaginatively utilize social media showcasing 16 | P a g e

and think of inventive battles to connect with clients and construct a fruitful brand.

Future scope of the study The present investigation is limited to Mumbai city, which gives a degree for further examination to be directed in other metropolitan urban communities and even other level I urban communities.

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CHAPTER I

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INTRODUCTION Social media promoting is the most recent "buzz" in advertising. India is likely among the principal advocates of social media promoting. Nowadays, the authoritative reason has supplanted the social reason as organizations look to connect with their group of onlookers through the online stages. Online nearness is an unquestionable requirement for organizations today. Aside from an essential site; customers searches for a blog, a Facebook page, shopping basket, epamphlets, and so on 92% of miniaturized scale and private companies concur that social media is a successful showcasing innovation instrument. They are equitably part on the adequacy of social media for pulling in new clients and drawing in existing clients. (e-Strategy Trends).

1.1 Introduction to Small Business There are around 40 million entrepreneurs in India, out of which, around 500,000 have their essence on the web while there are 23 million miniaturized scale and private companies in the US. Medium and Small Enterprises Sector (MSEs) keep on being a dynamic segment of the Indian economy. It is assessed that there are about 12.8 million units (more than 90 percent of all out modern units) in this area utilizing almost 31 million individuals. This part contributes about 39 percent of the absolute mechanical generation and records for around 33 percent of the all out fares. This part has reliably enlisted a higher development rate than whatever remains of the modern area. There are more than 6500 items going from customary to cutting edge things, which are being produced by the little undertakings in India. After farming, the MSEs segment gives the most extreme chances to both independent work and occupations in the nation. 19 | P a g e

The little ventures division in India holds extraordinary potential for further development and development later on. The Government of India has sanctioned the Micro, Small and Medium Enterprises Development (MSMED) Act, 2006 as far as which the meaning of miniaturized scale, little and medium ventures is as under: a) Ventures occupied with the assembling or creation, handling or conservation of merchandise as determined underneath (i) A micro enterprise is an enterprise where investment in plant and machinery does not exceed Rs. 25 lakh; (ii) A small enterprise is an enterprise where the investment in plant and machinery is more than Rs. 25 lakh but does not exceed Rs. 5 crore; and (iii) A medium enterprise is an enterprise where the investment in plant and machinery is more than Rs.5 crore but does not exceed Rs.10 crore. b) Endeavors occupied with giving or rendering of administrations and whose interest in hardware (unique expense barring area and building and furniture, fittings and different things not straightforwardly identified with the administration rendered or as might be advised under the MSMED Act, 2006 are indicated beneath. (i) A micro enterprise is an enterprise where the investment in equipment does not exceed Rs. 10 lakh; (ii) A small enterprise is an enterprise where the investment in equipment is more than Rs.10 lakh but does not exceed Rs. 2 crore (iii) A medium enterprise is an enterprise where the investment in equipment is more than Rs. 2 crore but does not exceed Rs. 5 crore. In this manner these vast assortment of items and benefits, created and rendered by smaller scale and little firms need to achieve the end shopper by utilizing suitable promoting methodology picking different medias so given us a chance to examine showcasing and advertising system. 20 | P a g e

Types of Micro and Small Home-based businesses A locally established business is an undertaking in which all or the greater part of the work is performed at or from the proprietor administrator's private home. Locally situated business is one of the quickest developing areas in the economy. Basic organizations that are worked from home are exchange organizations, where general regulatory assignments are done at home, with work being finished at different destinations. Precedents incorporate painters, handymen and circuit testers. Numerous miniaturized scale organizations are family worked. Relatives will by and large have responsibility for business and assume a noteworthy job in its everyday tasks. Some openly recorded organizations and establishments began from the modest beginnings of a family-worked business. Some normal instances of privately-owned companies incorporate cake shops, eateries, bistro, flower vendors, architects, photography, etc. Self employed entities maintain their own business, and contract out their opportunity to organizations and different associations as an administration. Their privileges and commitments contrast from a worker from numerous points of view. They claim our very own business and by and large will most likely arrange charges and working courses of action. A few instances of self employed entities are developers, food providers and fitness coaches. An establishment is a course of action whereby the originator of a business item or working framework (franchisor) gives a forthcoming entrepreneur (franchisee) the privilege to sell these items or potentially utilize the business activities framework for the franchisor's sake. Some key small scale business establishments incorporate natural pecking orders, cleaning organizations establishments.

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E-organizations are organizations that use the web for business exercises, promoting and exchanges. With the expansion in web use and prominence, alongside moderately low start-up capital necessities, the rise of eorganizations has seen an emotional increment in the previous decade. Some e-organizations are exclusively web based, with all interchanges and exchanges finished on the web. Different organizations utilize a site to help the physical store and items, by giving item data on the web. Others essentially utilize the web as a publicizing apparatus.

Marketing The administration procedure through which products and enterprises move from idea to the client. Advertising depends on pondering the business as far as client needs and their fulfillment. Promoting contrasts from selling in light of the fact that (in the expressions of Harvard Business School's resigned educator of showcasing Theodore C. Levitt) "Selling worries about the traps and strategies of getting individuals to trade their money for your item. It isn't worried about the qualities that the trade is about. Also, it doesn't, as showcasing perpetual does, see the whole business process as comprising of a firmly coordinated exertion to find, make, excite and fulfill client needs." at the end of the day, advertising has less to do with getting clients to pay for your item as it does building up an interest for that item and satisfying the client's needs. The showcasing blend is a well-known advertising methodology apparatus, which you will presumably know, was customarily constrained deeply 4Ps of Product, Price, Place and Promotion The 4Ps were planned at once where organizations sold items, as opposed to administrations and the job of client administration in helping brand improvement wasn't so surely understand. After some time, Booms and Pitner included three expanded 'administration blend P's': Participants, Physical proof and Processes, and 22 | P a g e

later Participants was renamed People. Today, it's prescribed that the full 7Ps of the showcasing blend are viewed as while looking into focused systems. Hence the representative uses proper showcasing blend for his item or benefits and set up an advertising system utilizing different mixes to connect the clients.

Marketing Strategy An association's procedure that consolidates the majority of its showcasing objectives into one complete arrangement. A decent advertising technique ought to be drawn from statistical surveying and spotlight on the correct item blend so as to accomplish the most extreme benefit potential and continue the business. The advertising procedure is the establishment of a showcasing plan. Life for advertisers used to be less complex. He simply had a couple of TV channels, some radio stations, a bunch of best magazines and a paper or two in each market. Achieving shoppers was simple by creating a convincing message. Presently there are entire slew of TV channels, a huge number of sites and a huge number of utilizations. Promoting was never simple; however innovation has made it a ton harder. What used to involve recognizing necessities and imparting benefits presently requires to construct vivid encounters that connect with purchasers which requires a consistent incorporation of a totally different scope of abilities and capacities. There's to such an extent going on in the showcasing field today, everyone is attempting to keep up. In the meantime, every advertising proficient feels strain to be "dynamic" and effectively coordinate rising "media" into their showcasing program. Notwithstanding, most organizations can be enough caught by assessing only three measurements: mindfulness, deals and backing (for example client referral). This measurements can be accomplished through conventional media alongside mix of new media called SOCIAL MEDIA. 23 | P a g e

1.1 Social Media The most ideal approach to characterize social media is to separate it. Media is an instrument on correspondence, similar to a paper or a radio, so social media would be a social instrument of correspondence. Normal or Traditional media has a single direction road where you can peruse a paper or tune in to a give an account of TV, yet you have extremely restricted capacity to give your considerations on the matter.Social media, then again, is a two-way road that enables you to impart as well. Social Media is the eventual fate of correspondence, an endless exhibit of web based devices and stages that expansion and upgrade the sharing of data. This new type of media makes the exchange of content, photographs, sound, video, and data when all is said in done progressively liquid among web clients. Social Media has importance for standard web clients, yet business as well.Social media alludes to the methods for cooperations among individuals in which they make, share, and additionally trade data and thoughts in virtual networks and systems

Definitions of Social Media 1. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of usergenerated content." 2 Moreover, social media rely upon versatile and electronic innovations to make exceedingly intuitive stages through which people and networks share, co-make, examine, and alter client created content. They acquaint generous and unavoidable changes with correspondence between associations, networks, and people. 3 Social media contrast from customary or modern media from multiple points of view, including quality, achieve, recurrence, ease of use, immediacy, and changelessness. 24 | P a g e

4. There are numerous impacts that come from web use. As indicated by Nielsen, web clients keep on investing more energy with social media destinations than some other sort of website.

Social Media Websites: 1. Social networking sites- Facebook, Google Plus, CafeMom, Gather, Fitsugar 2. Interact by adding friends, commenting on profiles, joining groups and having discussions. 3. Micro-blogging sites- Twitter, Tumblr, Posterous 4. Publishing tools- WordPress, Blogger, Squarespace 5. Collaboration tools- Wikipedia, WikiTravel, WikiBooks 6. Rating/Review sites- Amazon ratings, Angie’s List 7. Photo sharing sites- Flikr, Instagram, Pinterest 8. Video sharing sites- YouTube, Vimeo, Viddler 9. Personal broadcasting tools- Blog Talk radio, Ustream, Livestream

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10. Virtual worlds- Second Life, World of Warcraft, Farmville 11. Location based services- Check-ins, Facebook Places, Foursquare, Yelp 12. Widgets- Profile badges, Like buttons 13. Social bookmarking and news aggregation- Digg, Delicious 14. Interact by voting for articles and commenting on them. Interact by tagging websites and

Popular Social Media Tools and Platforms: Blogs: A stage for easygoing discourse and talks on a particular theme or assessment. Facebook: The world’s largest social network, Users create a personal profile, add other users as friends, and exchange messages, including status updates. Brands create pages and Facebook users can “like” brands’ pages. Twitter: A social networking/micro-blogging platform that allows groups and individuals to stay connected through the exchange of short status messages (140 character limit). YouTube &Vimeo: Video hosting and watching websites. Instagram: A free photo and video sharing app that allows users to apply digital filters, frames and special effects to their photos and then share them on a variety of social networking sites.

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Social Media and Small Businesses 

Social Media Is Changing the Traditional methods of Presence.  The conventional strategies of promoting utilizing print and electronic media alongside Internet advertising and lead age were utilized to direct people to a business and its site. As internet searcher calculations advance, site proprietors need to remain on their toes to ensure their site is always refreshed with pertinent and flow data to anticipate being debased in query items. Today, web based life like, Facebook pages, Twitter records, and YouTube channels are being viewed as locales in their very own entitlement to stamp the nearness. 

Social Media Allows Businesses to Crowd-source Ideas Before you dispatch another item or administration, one might want to have a few thoughts regarding what individuals consider it. So by connecting with prospects and clients through web-based social networking, one can really ask the fans and supporters what hues they favor or what sorts of highlights they need. In this way one can include customers in profitable free statistical surveying, by asking their feelings and can help build up validity by appearing their opinions matter. After seeing their ideas becoming a reality, business has more than likely just increased their customer base

Social Media Allows to Keep An Eye On Competition Organizations are changing showcasing techniques dependent on data they find in social media bolsters from their rivals. By watching out for contenders, their qualities and shortcomings can decide their promoting endeavors. This assembled data actualizes things that may be expected to improve, for example, social media battles, challenges, giveaways or sorts of substance the supporters might react the most. 27 | P a g e

Social Media Allows Business to Be More Transparent The way toward taking a prospect to the point of turning into a client has backed off to some degree because of buyers' mindfulness. Individuals need to purchase from those organizations who have built up validity and who appear to be absolutely straightforward in their promoting efforts. Social media is changing people groups' conclusions of organizations. By giving messages that are open, straightforward, and supportive, social groups of onlookers will discover that your business thinks about its clients and potential clients. One can position their organization as a profitable asset by basically sharing data like counsel, tips, or simply responding to inquiries concerning the business.

1.2 The Social India Statistics (Table)

India Leads Worldwide Social Networking Growth

Nation set to control biggest Facebook populace around the world. This year, eMarketer gauges, 1.61 billion individuals will sign in to social systems administration destinations at any rate month to month, from any electronic gadget. That is a 14.2% addition on social organizer numbers from 2012, and twofold digit development is relied upon to proceed for one more year. By 2017, 2.33 billion individuals will utilize social systems. 28 | P a g e

Presently, the most astounding infiltration of social system clients as an offer of complete populace happens in the Netherlands, where 63.5% of all occupants are social system clients; Norway pursues only behind at 63.3%. Greater parts of inhabitants in Sweden, South Korea, Denmark, the US, Finland, Canada and the UK additionally utilize social systems administration destinations month to month.

The quickest development in social system use is going on in less-created markets, be that as it may. India, with the most astounding development this year, will build client numbers by 37.4%, while Indonesia's numbers will climb 28.7% and Mexico will develop its social system client base by 21.1%.

Each of the three of those nations are additionally high-development regions for Facebook, the world's biggest social system, which eMarketer appraisals will achieve an overall month to month client base of 1.026 billion this year. The US remains the single nation with the best number of Facebook clients, at 146.8 million this year, and India arrives in a far off second. Be that as it may, with India's huge populace and high expected development rate, eMarketer trusts it will build up the biggest Facebook populace of any nation on the planet by 2016. (Since Facebook is prohibited in China, eMarketer expect there are no clients of the social system in the nation.) Smaller scale, Small and Medium undertakings (MSMEs) as talked about prior assume a key job in the advancement of economies with their successful, proficient, adaptable and spearheading enterprising soul. The Micro and Small Enterprises, consequently can upgrade their social media promoting aptitudes to connect the clients and accomplish better future prospects.

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1.3 The Concept of Social Consumer Consumer A shopper is an individual or gathering of individuals, for example, a family unit, who are the last clients of items or administrations. A person who purchases items or administrations for individual use and not for assembling or resale. A customer is somebody who can settle on the choice regardless of whether to buy a thing at the store, and somebody who can be impacted by promoting and ads. Whenever somebody goes to a store and buys a toy, shirt, refreshment, or whatever else, they are settling on that choice as a customer.

Consumer Behaviour Purchaser conduct is an assortment of procedures and ways that individuals use to fulfill their needs and needs. They characterize the manner in which individuals select the administrations and items they need and use for their lives. It is the basic leadership procedure of purchasing. Shopper conduct alludes to how, where or why an individual purchases an item or administration or not to purchase that item. These practices can be impacted by geology, conviction framework. A shopper may not act in disengagement in the buy, yet rather might be affected by any of a few people in different jobs. The quantity of individuals engaged with the purchasing choice increments with the dimension of association and multifaceted nature of the purchasing choice conduct. 30 | P a g e

Customer's purchaser conduct and the subsequent buy choice are firmly affected by social, social, individual and mental attributes. A comprehension of the impact of these elements is fundamental for advertisers so as to create reasonable showcasing blends to engage the objective client. Social variables incorporate a purchaser's way of life, subculture and social class. These elements are regularly innate in our qualities and choice procedures. Social variables incorporate gatherings (reference gatherings, optimistic gatherings and part gatherings), family, jobs and status. This clarifies the outside impacts of others on our buy choices either straightforwardly or in a roundabout way. Individual elements incorporate such factors as age and lifecycle organize, occupation, financial conditions, way of life (exercises, interests, suppositions and socioeconomics), identity and self-idea. These may clarify why our inclinations frequently change as our 'circumstance' changes. Mental elements influencing our buy choice incorporate inspiration (Maslow's chain of importance of requirements), discernment, learning, convictions and dispositions. Other individuals frequently impact a purchaser's buy choice. The advertiser has to realize which individuals are associated with the purchasing choice and what job every individual plays, so showcasing systems can likewise be gone for these individuals. (Kotler et al, 1994).

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Social Consumer Introduction Twenty years back, on the off chance that one was disappointed with an organization's item or business rehearses, at that point most likely they would prevent purchasing from them. One may compose a furious letter, and even advise their loved ones not to disparage that business. Be that as it may, the diversion has changed with social media. While one irate tweet may not have much effect, the web enables clients to discover and interface with similarly invested gatherings. Minimum amount includes never been progressively inside customers reach. Best case scenario, organizations endeavor to be progressively responsive. Even under the least favorable conditions, they currently live in dread of these pools of discontent.

And the game changer is social consumer The Social Consumer alludes to a shopper that takes an interest in social business, social shopping, and counsels with social media and social systems when settling on buying choices. Social industrialism infers the incorporation of the customer's social chart amid the customary shopping background. The term was first presented by Pete Blackshaw, EVP of Digital Strategic Services for the Nielsen Company at a Consumer 360 knowledge session in June 2010. The idea of the Social Consumer was additionally created by Brian Solis in his article The Dawn of the Social Consumer. Quick Company perceived this rising statistic and social move before long. The Social Consumer was additionally the focal point of an examination report by the Pivot Conference titled Trends in Marketing to Social Consumers.

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During the traditional sales cycle, social consumer characteristics can include: 1. Incorporating geo-location applications (such as Foursquare) to check-in . 2. Utilizing Twitter and Facebook as entry points to purchase. 3. Purchasing through collective coupon sites like Groupon or LivingSocial. 4. Consulting with social networks for recommendations.

Thus the behavior aspect of Social Consumers are: 1. Consumes information and learns about breaking news through sites like Twitter and Facebook 2. Learns about new products through social channels and networks. 3. Is wise to unsolicited promotions and trusts only relevant information 4. Desires a conversation with the brand rather than one way ad messages. 5. Expects brands to be active in the same social media sites he/she hangs out in. 6. Wants brands to listen, engage and respond quickly This Social consumer can also be called as Iconsumer and he eats, sleeps and lives with social media

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CHAPTER II

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REVIEW OF LITERATURE What is Social Media?

1) Social media is the communication among individuals in which they make, offer or trade data and thoughts in virtual networks and systems. Andreas Kaplan and Michael Haenlein characterize social media as "a gathering of Internet-put together applications that work with respect to the ideological and mechanical establishments of Web 2.0, and that permit the creation and trade of client produced content. Moreover, social media rely upon portable and electronic innovations to make very intelligent stages through which people and networks share, co-make, talk about, and change client produced content. They acquaint considerable and inescapable changes with correspondence between associations, networks, and people. Social media contrast from customary or modern media from numerous points of view, including quality, achieve, recurrence, ease of use, immediacy, and changelessness. There are numerous impacts that come from web utilization. As indicated by Nielsen, web clients keep on investing more energy with social media destinations than some other kind of webpage. 2) Social media is the group of online interchanges channels committed to network based information, connection, content-sharing and coordinated effort. Sites and applications devoted to gatherings, microblogging, social systems administration, social bookmarking, social curation, and wikis are among the distinctive kinds of social media.

3) Social media extensively characterized comprises of any online stage or channel for client produced content. By this definition, for instance, WordPress, Sharepoint, and Lithium qualify as social media, as do YouTube, Facebook

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what's more, Twitter. Social media all the more barely characterized incorporates channels for client produced content, as recognized from stages, which are alluded to as social advancements. By this definition, for instance, YouTube, Facebook, and Twitter are social media, and WordPress, Sharepoint and Lithium are social innovations. Joe Cothrel – Lithium Technologies, Inc.

4) Social media is computerized substance and connection that is made by and between individuals. Sam Decker – Mass Relevance

5) Social media is a move by they way we get our data. It used to be that we would trust that the paper kid will toss our news on the doorstep (or into the blooms) and we'd perused the paper, front to back, with our morning espresso before getting down to business. Presently we get data, every minute of every day and on the fly, from anyplace. In the more customary faculties, on the web, on our telephones, and through the social stages. Social media enables us to arrange, to discover individuals with like interests, and to meet individuals who can move toward becoming companions or clients. It levels out the world and gives us access to individuals we never would have had the capacity to meet generally. Gini Dietrich – Arment Dietrich, Inc.

6) All the customary media print, communicate, seek, etc give stages to conveyance of promotions close and around significant substance. Social media are stages for association and connections, not substance and advertisements. This is very like what Ted McConnell, General Manager-Interactive Marketing and Innovation at Procter and Gamble Co. likes to state about social media. Bryan Eisenberg – Author of Waiting for Your Cat to Bark (Affiliate interface)

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7) Markets have progressed toward becoming discussions. Social media are the online stages and areas that give an approach to individuals to take an interest in these discussions. For people it is an approach to associate and impart substance to companions and similarly invested individuals. For organizations it's an approach to take advantage of what individuals are stating about your image, your item as well as your administration, take an interest in the discussions, be available to new thoughts and afterward utilize these bits of knowledge to settle on better business choices. Sally Falkow.

8) Social media is individuals' discussions and activities online that can be dug by sponsors for experiences yet not constrained to go along promoting messages. It's the new type of media that does not exist until it occurs and that can't be purchased by publicists to convey their messages. Dr. Augustine Fou – Marketing Science Consulting Group, Inc.

9) Social media is the instruments, administrations, and correspondence encouraging association between friends with normal interests. Chris Garrett – Chrisg.com

10) Social media are the online advances and practices that individuals use to share content, assessments, bits of knowledge, encounters, points of view, and media themselves. They are media for social collaboration. Howard Greenstein – Social Media Club-NYC

11) Social media is a consistently developing and advancing accumulation of online apparatuses and toys, stages and applications that empower we all to connect with and share data. Progressively, it's both the connective tissue and 37 | P a g e

neural net of the Web. Ann Handley – MarketingProfs, Author with C.C. Chapman of Content Rules (Affiliate connect)

12) Social media is an impression of discussions happening each day, regardless of whether at the store, a bar, the train, the watercooler or the play area. It just considers those discussions to contact a more extensive gathering of people because of advanced being a bull horn for scale Sarah Hofstetter – 360i 13) Social media is online content, pictures, recordings and connections, shared among individuals and associations. Dave Kerpen – Likable Media

14) Social media isn't a certain something. It's five particular things:

 It's a key instrument for revealing business experiences.

 It's dealing with the influencers who are driving the discussion around your image.

It's advertising that offers some benefit and transforms clients into evangelists.

 It's a basic segment client care.

 It's changing your association to meet the straightforwardness and mankind clients currently expect of brands. Adam Kleinberg – Traction 38 | P a g e

15) Social media is computerized, content-put together interchanges based with respect to the cooperations empowered by a plenty of web advancements. Rebecca Lieb, creator of The Truth About Search Engine Optimization (Affiliate interface)

What is social media marketing?

Social media is a gathering of online stages and instruments that individuals use to share content, profiles, assessments, bits of knowledge, encounters, points of view and media itself, encouraging discussions and communications online between gatherings of individuals.

Social Media is the stage/tools.Social Networking is the demonstration of interfacing on social media stages.

Social Media Marketing is the manner by which organizations join the discussion in a bona fide and straightforward approach to assemble connections. Doreen Moran – Digital and Social Marketing Strategist

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(SisiraNeti, 2 July 2011) Social Media, today, is among the ‘best opportunities available’ to a brand for connecting with prospective consumers. Social media is the medium to socialize. These new media win the trust of consumers by connecting with them at a deeper level. Social media marketing is the new mantra for several brands since early last year. Marketers are taking note of many different social media opportunities and beginning to implement new social initiatives at a higher rate than ever before. Social media marketing and the businesses that utilize it have become more sophisticated. One can afford to have no presence on the social channels if the competitor is making waves with its products and services. The explosion of social media phenomenon is as mindboggling as that and the pace at which it is growing is maddening. Global companies have recognized social media marketing as a potential marketing platform, utilized them with innovations to power their advertising campaign with social media marketing. This paper discusses the concepts of social media and social media marketing and other aspects like the growth and benefits, role and relevance of social media in marketing, social media marketing strategies. It also presents an overview of social media marketing in India.

The Implications Organizations

of

Facebook

Marketing

for

(Walk 2013)With the hazardous prominence of Facebook as an internet based life, there has not been much research that looks at Facebook advertising and its suggestions for organizations. This paper speaks to an exploratory exertion into this course and investigations existing Facebook promoting practices and devices, their advantages, and concerns related with this kind of web based life showcasing. Reasonable ramifications are proposed for associations utilizing Facebook as a social showcasing device and regions for future research are distinguished.

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The Complementary Roles of Traditional and Social Media in Driving Marketing Performance The media scene has significantly changed over the previous decade, with customary media (e.g., papers, TV) presently enhanced by internet based life (e.g., online journals, dialog gatherings). This new media scene isn't surely knew as for (I) the joint effects of customary and web based life on showcasing execution (e.g., deals), (ii) how these media types impact one another, and (iii) the instruments through which they influence advertising results. These issues are inspected with 14 months of day by day execution information and media movement for a microfinance site. The creators locate that both conventional and internet based life effectsly affect advertising execution, however a solitary unit of web based life has an a lot littler impact than a solitary unit of customary media. Be that as it may, on the grounds that online networking is made in bigger volumes than conventional media, it sizeably affects execution (i.e., internet based life is high-volume, low-edge, though customary media is low-volume, highedge). Further, web based life goes about as a specialist of data stream in a casual system including conventional and internet based life outlets.

Social Media and its Impact on Consumers Behaviour (ElisabetaIoanas, IvonaStoica, 2018) Technology enables shopper to examine items to mark them and reprimand them in equivalent measure, and that's just the beginning. Thusly numerous organizations today have pages on interpersonal organizations to supplement the data held about items, held by the criticism of customers about items and will in general relate more to an organization in the wake of perusing different audits. The paper is identified with the effect of webbased social networking on buyer conduct, in this way it has been made a quantitative research. The example tallied 116 respondents and from the measurable viewpoint, the ends were built up as far as the univariate and bivariate examination. Following the investigation of the examination factors we 41 | P a g e

can make a purchaser profile that utilizes interpersonal organizations. In like manner, in the wake of doing the complex measurable investigation utilizing SPSS and the examination offered by the online stage the host of survey, it very well may be perceived the amount it is affected and the genuine effect of web-based social networking reflected in the conduct changes.

The Influence of Social Networking Sites on Buying Behaviours of Millennial (Sharon S. Pate, Adams) Social media sites have become an important part of Millennials lives. According to the Pew Research Center (2015, Millennials' are living their lives on the internet. Social media can be linked to a positive association providing instrumental value that assists consumers in making decisions about what product to buy, when to buy, and where to buy (Weigand, 20014). With social media becoming a large portion of the promotion mix, it is important to understand

Social Media as a Marketing Tool: A Literature (Abu Bashar, Irshad Ahmad, Mohammad Wasiq. November 2012) in the present innovation driven world, long range informal communication destinations have turned into a road where retailers can stretch out their showcasing efforts to a more extensive scope of buyers. Chi (2011, 46) characterizes online life showcasing as an "association among brands and buyers, while offering an individual channel and money for client focused systems administration and social connection." The devices and methodologies for speaking with clients have changed significantly with the rise of internet based life; along these lines, organizations must figure out how to utilize web-based social networking in a way that is steady with their field-tested strategy (Mangold and Faulds 2099). This is particularly valid for organizations endeavoring to pick up an upper hand. This 42 | P a g e

survey analyzes current writing that centers around a retailer's advancement and utilization of web based life as an augmentation of their promoting procedure. This marvel has just created inside the most recent decade, along these lines online networking research has to a great extent concentrated on (1) characterizing what it is through the clarification of new phrasing and ideas that cosmetics its establishments, and (2) investigating the effect of an organization's mix of internet based life on shopper conduct. This paper starts with a clarification of phrasing that characterizes web based life showcasing, trailed by a discourse of the four primary subjects found inside flow examine thinks about: Virtual Brand Communities, Consumers Attitudes and Motives, User Generated Content, and Viral Advertising.

An experimental examination of informal organization impact on customer obtaining choice: The instance of Facebook

(Loredana Di Pietro, EleonoraPantano, July/September 2012)Social systems are turning into a productive apparatus for IT-based business, by giving a few administrations to

the two buyers and advertisers. The point of this paper is to explore to what expand informal organizations, as Facebook, impact customer's acquiring choice through a quantitative investigation, which coordinates a reexamined innovation acknowledgment demonstrate. The discoveries affirm that happiness is a key determinant of interpersonal organizations use as device for supporting the buying choice. This examination moves past informal communities utilization to factors identified with the Facebook-intervened promoting interchanges, by giving noteworthy information on the heaviness of this channel for the advancement of new direct showcasing techniques. 43 | P a g e

The Rise Of Social Media Marketing The ascent of online networking showcasing can be credited to the developing notoriety of internet based life among the urban, technically knowledgeable populace. As the quantity of individuals frequenting web journals, wikis, online networks, and person to person communication destinations keeps on expanding, organizations are embracing web based life to contact their customers and advance their items and administrations. Web-based social networking is reclassifying the manner in which organizations are executing showcasing efforts. In this meeting with Mr. Suresh Babu, the author of Online Marketing Enthusiast Community and a corporate web advertising coach who intently works with NSRCEL at IIM Bangalore, an endeavor to pick up an understanding into web based life showcasing in India and how this device can be viably utilized by a business person or a market chief to advance and continue organizations over the long haul. Different angles were secured with respect to web based life promoting and the first was about:

Social Media Marketing Strategy tejas@iimb asked that Social media promoting has been grasped by various organizations including some enormous names like P&G and Intel which work in various

business territories so does web based life showcasing work similarly well independent of the sort and size of business state for B2C, B2B, SME and built up brands?

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Suresh babu answered, Social media advertising was totally vital today. For a greater organization it was simpler regarding perceivability and yet it may be troublesome due to the distinctive arrangements and endorsement necessities that they have. It was moderately less demanding for private ventures. Online life showcasing has a few preferences for little associations. Since relatively few individuals are doing it now, they can use the early mover advantage. A large portion of the web based life destinations are free, so regarding venture, there was not really any cost required with the exception of maybe for time. It isn't extremely convoluted there is no should be a specialist developer. Internet based life advertising has a few focal points for little associations.

To show with a model, a little flower vendor can take recordings of his clients portraying their story behind the blossoms, post data and pictures online which individuals like you and me can get to. Making this client produced content is the thing that online life showcasing is about.

tejas@iimb asked, Social systems administration sites like Facebook and Twitter have in excess of 250 million and 14 million enlisted clients separately. More than 346 million individuals read online journals while 184 million individuals are dynamic bloggers themselves. With such a large number of online stages accessible today, what might be the best methodology for somebody wandering into the internet based life space for advertising? How can one choose which online stage to begin with?

On which sureshbabu answered that, the online stage differs with the sort of business. Since locales like Facebook have the most extreme clients, it generally has a nearness on immensely famous destinations. Be that as it may, it is likewise critical to be dynamic on these destinations. 45 | P a g e

Explicit organizations like travel for example may pick their own verticals. They may lean toward destinations which individuals visit simply because they are enthusiastic about movement. So as to choose which stage to begin with, it is basic that you initially comprehend where your potential group of onlookers is. In the event that you see that there are a ton of exchanges about Bangalore or IIM understudies on Twitter and this is the portion you need to market to, run with Twitter. Same with websites. Recognize famous online journals important to your administration or item and as needs be go up there.

Social Media Is Making a Big Impact on Small Business (Shea Bennett, August 16, 2012)By Infographic we come to realize that 73 percent of private companies are currently utilizing web based life. Besides, four fifths (81 percent) of these arrangement to additionally expand their social advertising endeavors, and 62 percent of SMBs not right now utilizing these channels have said that they intend to do as such in the following year. Facebook drives the way, with 82 percent of social private companies using this stage, in front of YouTube (73 percent), Twitter (47 percent) and LinkedIn (47

percent). As much as internet based life has quickly incorporated itself into the business world, it's essential to recollect that the attempted and tried promoting strategies still convey for some brands. In reality, site (95 percent) and email (91 percent) remain the SMB computerized showcasing procedures of decision, and, maybe shockingly, multiple quarters still depend on print publicizing.

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Writing on viability of internet based life promoting and culmination of web based life advertising is to a great extent ailing in India. While vast organizations can connect with administrations of statistical surveying firms to assess adequacy of advertising administrations, little medium organizations will in general spend a small amount of their accessible capital on promoting consequently there is further absence of information on utilization of showcasing by means of internet based life This work will attempt to explore following components: Type of small business can add its value through social media marketing. Methods followed to reach the target customers. Effectiveness of social media marketing measured in terms of return on investment. Impact of use of social media on sales, effect on customer base, brand visibility. It is also equally important to investigate how the social media marketing is consumed by the target consumers.

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CHAPTER III

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OBJECTIVES AND RESEARCH METHODOLOGY

3.1 Purpose of the study: Online networking was a totally new thing four years back, numerous individuals did not recognize what web-based social networking was and the impact it would have on our lives. It was an energizing intelligent medium which all of a sudden surprised the world to such a degree, that it progressed toward becoming something that no business, little or vast, neighborhood or worldwide, could stand to disregard. At first little specialist frequently found the possibility of internet showcasing an overwhelming one, since it was hard to know which territories to concentrate on. Subsequently web based life showcasing being a broad subject with an intricate hierarch made an inclination to acquaint with it and to discover the arrangement or system investigated by the little and smaller scale business The motivation behind the exploration is to think about, how Micro and Small organizations can use online networking to infiltrate their business sectors, achieve their clients and create connections in an individual and direct way that can sling their image and raise their mindfulness as effectively at standard with any vast business. The investigation additionally tosses light because of webbased social networking on customer's internet purchasing choices and conduct.

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3.2 Research Objectives To identify the various types of micro and small business using Social Media for marketing To study the impact of Social Media on Business Performance

To study the impact of various online promotional activities on the brand visibility To study performance of micro and small businesses after inclusion of social media marketing

3.3 Research Hypothesis H01:There is no association between use of social media and type of business. H11: There is an association between use of social media and type of business. H02: There is no association between frequency of use of social media and Benefit to the business. H12: There is an association between frequency of use of social media and Benefit to the business H03: There is no association between online promotional activities and benefit to the business. H13: There is an association between online promotional activities and benefit to the business. H04: There is no association between frequency of updates and increase in customer base H14: There is an association between frequency of updates and increase in customer base 50 | P a g e

Research Type: Exploratory research is starting examination directed to clear up and characterize the idea of an issue which does not give decisive proof and henceforth consequent research anticipated. The motivation behind the examination is to comprehend the marvel of internet based life

advertising and to gain new bits of knowledge into it. The outcomes gained from this investigation can't be summed up to the populace everywhere, thus the examination is said to be exploratory research

3.4 Methods of data collection: The Quantitative information gathering strategy is being utilized with the goal that the delivered outcomes are anything but difficult to outline, analyze, and sum up. Information collectionhas been finished utilizing Primary and Secondary techniques.

Auxiliary information accumulation strategies: Different data has been gathered by alluding books, diaries, paper articles, examine reports, expositions, inquire about papers, sites, online diaries and articles.

3.5 Research Instrument:

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Two Structured surveys were arranged well ahead of time subsequent to checking and enhancing recently gathered information. Both the survey have positive and solid inquiries.

Type of questions: Survey was sorted with Multiple Choice shut finished inquiries as they are perfect for computing measurable information and rates. Further explicitly Closed-Ended Importance Questions, Likert Questions, Dichotomous Questions, open finished inquiry to get illustrative data about the point were approached to gather information and accomplish the motivation behind examination.

3.6 Sampling Method: The investigation populace covers every one of the shoppers utilizing web-based social networking and miniaturized scale and private ventures taking part in internet based life for business, which covers expansive populace and consequently was hard to gather information by evaluation strategy, accordingly examining technique is utilized to gather the data. Consequently legitimized testing is finished.

Likewise contemplating the time, assets accessible, the gathering of information from huge example was additionally a stage back, thus non-likelihood comfort examining strategy is utilized. Additionally Snowball testing was utilized deliberately where in one individual who meets all requirements to take an interest was approached to suggest a few other individuals who have the learning about online life, thus member list expanded subsequently. Data table

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Speculation testing is finished utilizing chi-square and recurrence tables produced through SPSS, wherein affiliations are characterized and theory is acknowledged or rejected to think about the destinations. Additionally recurrence tables alongside pie outlines were set up for graphical portrayals of factors to break down the information gathered.

3.8 Limitations of the study 1. Online questionnaire: This type of research is often quicker and less detailed. The disadvantages of this method can be the exclusion of people who do not have a computer or mobile and also require internet connection. Also the validity of such surveys are questionable as people might be in a hurry to complete it so might not give accurate responses and may not be willing to share details. 2. Constraints of time and resources were inevitable. 3. Area of study for micro and small businesses was restricted to Mumbai to get better insights of local market. 4. All the tools of social media engagement are not explored.

3.9 Future scope of the study The present examination is confined to Mumbai city, which gives an extension for further investigation to be directed in other metropolitan urban communities and even other level I urban communities.

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CHAPTER IV

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SOCIAL MEDIA MARKETING 4.1 Introduction

Web-based social networking showcasing alludes to the way toward picking up site traffic or consideration through web based life locales.

Web-based social networking advertising programs normally focus on endeavors to make content that pulls in consideration and urges perusers to impart it to their interpersonal organizations. The subsequent electronic informal (eWoM) alludes to any announcement customers share through the Internet (e.g., sites, interpersonal organizations, texts, news sources) around an occasion, item, administration, brand or organization. At the point when the hidden message spreads from client to client and apparently reverberates on the grounds that it seems to originate from a believed, outsider source, instead of the brand or organization itself, this type of showcasing results in earned media as opposed to paid media.

Web based life showcasing (SMM) is a type of Internet advertising that uses long range informal communication sites as a promoting device. The objective of SMM is to create content that clients will impart to their informal community to enable an organization to build brand presentation and expand client reach. 55 | P a g e

Online life Marketing is the way toward achieving prospects and clients, and procuring traffic and perceivability through internet based life locales, for example, Facebook, Twitter, LinkedIn and numerous others.

Online life systems were generally unbelievable, organizations still wanted to advertise their merchandise through physical media, for example, bulletins, handouts and standard mail.

With past decade, web based life has surprised the world, web based advertising supplanted physical conventional showcasing mediums, and is currently supplanted by Twitter, Facebook, Pinterest and other interpersonal organizations.

So the fact of the matter is, one never recognize what's on the horizon; no one could have anticipated we would need to be so dependent via web-based networking media sites as a methods for correspondence. Be that as it may, one thing has stayed unbending since 2007; the ascent of internet based life promoting.

4.2 The Rise of Social Media Marketing What can be a superior precedent, Facebook turned into a $100 billion industry. The internet based life site gets a critical segment of its income through online promotions. Organizations pay attractive sum for their items to be promoted through online networking systems. Difficult to accept yet it may be a lot harder to trust the way that 93% of advertisers utilize online networking only for business purposes. The ascent of web based life promoting might be inferable from a few components, one of which is the huge customer base, numbering to 56 | P a g e

1.3 billion clients on Facebook alone. Alternate variables incorporate the client data that the web based life accounts hold, which can help in focusing on clients.

Web based life advertising is the following huge thing for smaller scale and independent ventures, however it isn't just about lead age – it isabout relationship building. Internet based life advertising is the information and aptitude to pick up Twitter devotees, and after that utilization Twitter showcasing to get them to purchase. Web based life advertising is the information to set up a Facebook fan, get Facebook fans, and afterward fabricate connections and begin discussions about your image and items on Facebook. Furthermore, web based life showcasing is tied in with utilizing free web-based social networking instruments to screen your online notoriety and construct buzz.

One of the key parts of internet based life showcasing is online networking improvement (SMO). Like site improvement (SEO), Social media streamlining is a technique for illustration new and exceptional guests to a site. Web based life enhancement should be possible two different ways: adding online life connects to content, for example, RSS channels and sharing catches or advancing movement through internet based life by refreshing statuses or tweets, or blog entries.

Internet based life promoting enables an organization to get immediate criticism from clients and potential clients while influencing the organization to appear to be increasingly affable. The intuitive pieces of web based life offer clients the chance to make inquiries or voice grievances and feel they are being heard. This part of web based life promoting is called social client relationship the executives (social CRM).

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Web based life advertising turned out to be increasingly regular with the expanded prominence of sites, for example, Twitter, Facebook, LinkedIn, and YouTube. Online networking advertising alludes to promoting done through internet based life or interpersonal interaction sites. While most organizations and associations have their own sites, it tends to be hard to achieve clients who don't definitely think about the association. Along these lines, numerous associations have thought that it was helpful to likewise build up a nearness on Web 2.0 sites, for example, Facebook, LinkedIn, and Twitter too. Web based life advertising gives a minimal effort approach to organizations to achieve extensive quantities of clients and addition brand acknowledgment. Since informal communication sites as of now have huge built up online networks, organizations and associations can pick up presentation by just joining these sites. Associations can make custom web based life profiles, at that point fabricate their very own networks inside these destinations by including clients as companions or devotees. Numerous organizations draw in clients by posting continuous updates and giving uncommon ideas through their web based life profile pages. While web based life showcasing is an amazing

web based promoting instrument, it is regularly used to enhance other web based showcasing strategies as opposed to supplant them. Since pretty much any organization or business and join a person to person communication site, it tends to be hard to emerge from the group. In this manner, most organizations still depend on Web publicizing and site design improvement to produce traffic to their sites. Web based life promoting programs normally focus on endeavors to make content that pulls in consideration and urges perusers to impart it to their informal organizations. A corporate message spreads from client to client and probably reverberates in light of the fact that it seems to originate from a believed, outsider source, instead of the brand or organization itself. Henceforth, this type of promoting is driven by listening in on others' conversations, which means it results in earned media as opposed to paid media. 58 | P a g e

Web based life has turned into a stage that is effectively available to anybody with web get to. Expanded correspondence for associations encourages brand mindfulness and regularly, improved client administration. Furthermore, internet based life fills in as a generally cheap stage for associations to execute showcasing efforts. Such a large number of individuals approach web based life showcasing as though it is a well ordered procedure that must be done agenda style each day. Thus, one can see a lot of website admins posting a set number of announcements, following a specific number of new individuals and sharing a particular number of articles, throughout each and every day.

4.3 Social Media Makes Sense for Startups and Small Businesses The phenomenon social media has intrigued millions. Everyone is out there, doing it, discussing it, exploring it as: 1) It is affordable – There is no compelling reason to spend to begin the profile/fan page of business on Facebook or Twitter or any online networking destinations that persuades you for what it's worth for nothing. 2) Global - There is no limit to the reach that social platforms have. It is global

3) Real Time Marketing – This is the ideal place to talk to your consumers and became a part of their personal circle whenever one wants. 4) Effective – One can actually measure the impact by seeing the physical number of fans on the social media page, interacting, conversing and engaging with the business. Benefits of Social Media Marketing for Micro and Small Businesses With the blast of web based life in the course of the most recent couple of years, it may be unable to discover an advertising master who does not prescribe internet based life as a major aspect of an all encompassing 59 | P a g e

promoting system. However, is it extremely worth the time and exertion to assemble a web based life nearness now. There are straightforward ways a business can profit by actualizing a powerful web based life advertising plan:

1. Social Media Can Reduce the Overall Marketing Costs Above all else, the capacity to tweet a message or post something to Facebook is drastically more practical than running a paid notice or mailing a huge number of showcasing pieces. In any case, there are additionally best in class promoting apparatuses in internet based life that permit to run a showcasing effort that is both watchword and statistic explicit so one can get the best blast for your advertising

2. Social Media Can Impact Organic Search Results Web based life allows to communicate the business content out to a wide scope of intrigued perusers. Intrigued prospects at that point visit your substance, enquire, tell their companions, and eventually connection to it. Google and Bing both focus on social signs this way and they rank connections on the query items page.

3. With Social Media, Businesses Can Offer Better Customer Service On the off chance that the client remarks, concerns, and questions matter the most, at that point online networking would be incredibly helpful. Clients utilizing one of the regular stages like Facebook or Twitter can without much of a stretch impart straightforwardly and fast response to them in an open arrangement gives different clients a chance to see your responsiveness. 60 | P a g e

4. With Social Media Self Online Personality can be designed The thought is that web based life is more similar to a mixed drink party than a conference. One will dependably complete much better in a social circumstance on the off chance that one is increasingly such as itself and less like a corporate robot. Internet based life is an incredible method to show our business identity, just as in the background data about us, our representatives, our workspace, and that's only the tip of the iceberg. When you refine the brand along these lines, it makes it simpler for shoppers to interface with us and create faithfulness.

5. Social Media allows the business to associate with other businesses. The way that one can interface straightforwardly to the buyer implies one can utilize this stage to likewise associate with different business people and entrepreneurs. From conceivable key colleagues to new wholesalers, online life lets have genuine discussions with real individuals who may some way or another be socially or geologically out of reach in reality.

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CHAPTER V

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ENGAGEMENT METHODS 5.1 Introduction The first reason for organizations being via web-based networking media is to get an organization's message out to whatever number individuals as would be prudent, with the objective to pick up however many devotees as could reasonably be expected. While these two perspectives are as yet critical with regards to internet based life showcasing, advertisers have come to locate that a standout amongst the most dominant parts of online networking is the chance to cooperate and draw in with those that are speaking with our image. Commitment is considerably more imperative than building up a lot of supporters or an extensive fan base in light of the fact that in a present situation where divided groups of onlookers are winding up increasingly vital, making an association with somebody who is straightforwardly intrigued with the brand is significantly more essential than having an expansive after that may not do anything further with the brand. In this part, we will go over what can really be viewed as commitment via web-based networking media just as why it is so essential to do as such.

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