CI - An Empirical Analysis To Determine The Impact of Social Networking To Influence Marketing Through Product Reviews

Contemporary Issues Project Report on
An Empirical Analysis To Determine

The Impact Of Social Networking To
Influence Marketing Through Product
Reviews
SUBMITTED TO:
FACULTY OF MANAGEMENT STUDIES
THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA
PRESENTED BY:
NAME: DUTTAGUPTA ABHISHEK SHANKER
SEAT NO: 03 (2013-2015)
M. S. PATEL INSTITUTE OF MANAGEMENT

FACULTY OF MANAGEMENT STUDIES
THE MAHARAJ SAYAJIRAO UNIVERSITY OF

BARODA
Declaration
I hereby declare that my Contemporary Issue Project Report entitled An Empirical

Analysis To Determine The Impact Of Social Networking To Influence Marketing
Through Product Reviews submitted to The Faculty of Management Studies,
Maharaja Sayajirao University of Baroda is original and is not substantially the same
as one which has already been submitted in part or in full for any such similar
qualification to the University or any Company to the best of my knowledge.
Place: Vadodara
Name of the student: Duttagupta Abhishek Shanker
ACKNOWLEDGEMENTS
Everyone needs help of some one or another in task or work assigned to them
whether they are professional colleagues, faculties or friends. My mentors and
colleagues of Faculty of Management Studies, The Maharaja SayajiRao University of
Baroda have helped me generously toward the completion of this project.
I would like to thank the faculties at Faculty of Management Studies, Baroda

especially Prof. (Dr.) Jayrajsinh Jadeja, Dean of Faculty of Management Studies, who
provided me the vision and helped me to develop an enthusiastic approach towards
my internship. I would also like to thank Asst. Prof. Smita Trivedi and Asst. Prof.
Bhargav Pandya for their invaluable and essential support at each and every step of
this project. Their valuable advice to follow my interests during the course of this
subject helped me a lot. Their teachings and valuable recommendations made me
understand the practical aspects. I would also like to specially thank Ms. Zubin Surani
for her support and motivation throughout the process of doing this research without
which it might not have been possible.
Working on this project has surely added value to my understanding of digital

marketing. I am content, to submit this work to the university and sincerely hope that
it helps showcasing the importance of digital marketing.
Duttagupta Abhishek Shanker.
An Empirical Analysis To Determine The

Impact Of Social Networking To
Influence Marketing Through Product
Reviews
TABLE OF CONTENTS
ABSTRACT............................................................................................................................................... 1
CHAPTER 1 INTRODUCTION.................................................................................................................. 2
CHAPTER 2 LITERATURE REVIEW........................................................................................................
2.1
Influential In Buying........................................................................................................................
2.2
Marketing Strategies........................................................................................................................ 6
2.3
Privacy Issues.............................................................................................. 7
CHAPTER 3 THE PLATFORM IN OUR STUDY...........................................................................................
3.1
Facebook......................................................................................................................... 8
3.2
Why Facebook? ............................................................................................................................... 8
3.3
Why Facebook For Product Marketing.................................................................................... 9
3.4
Why Tagged Based Marketing? ....................................................................................................... 10
CHAPTER 4 RESEARCH METHODOLOGY...................................................................................... 13

4.1
4.2
Survey Instrument............................................................................................................................ 13
Participants.............................................................................................................................
14
4.3
Survey For User................................................................................................................................ 14
4.4
Survey For Organization.................................................................................................................... 14
CHAPTER 5 FINDINGS AND ANALYSIS.............................................................................................. 15

5.1
User............................................................................................................................................... 15
5.2
Organization.................................................................................................................................... 28
CHAPTER 6 CONCLUSION....................................................................................................................... 46
6.1
Tagged Based Marketing Opportunities.......................................................................................... 47
6.2
Tagged Based Marketing Risks......................................................................................................... 49
CHAPTER 7 FUTURE IMPLICATIONS................................................................................................ 51

REFERENCES............................................................................................................................................ 52
APPENDICES: QUESTIONNAIRE & SURVEY SPREADSHEET
ABSTRACT
OnlineSocialnetworkingwebsitesareverypopularandhavebecomeapartoflife.
Thesesiteshavemadesignificantimpactintheindividualslife.Whenanalyzingthe
users scope of social networking, it can be concluded that the modern social
communities influence in individuals private life, whereas the traditional
networkingorsocialcommunitiesismoreinterrelatedtobusinesscircle.
Thischangehasundoubtedlyofferedmanyfirmsanopportunitytotargetthisnew
mediumformarketing.InIndia,marketingonsocialnetworksisnottakenseriously.
There are some companies who have shown interest and have created their
presenceyettheyarenotfocusingseriously.Ifthismediumisexploredintelligently
then the social network medium has a potential to provide many new ways to
markettheaudiencewiththehelpofregisteredusersindirectly,withoutknowing
them.SocialNetwork(Facebook)hasprovidedmanytoolsformarketingpurpose
like groups, events, social ads. These all are widely used and entertaining the
enterprise organizations by all means; however these all have some limitations.
TaggedbasedmarketingontheFacebookisanewconceptinspiredfromthetag
facility provided by Facebook. If this strategy is implemented then this would be
helpful for organization in terms of targeting audience, developing trust of the
productamongconsumer,increaseclienteleetc.
Thispaperpresentsasurveybasedresearchfromusersandorganizationsforfinding
their views on the tagged based marketing on the social networking website
(Facebook). The survey consists of two questionnaires each for user and
organization.Thissurveyhelpsinunderstandingthereasonwhythetaggedbased
marketing is not successfully implanted in India, what are the barriers and what
stepscouldbetakentomakeiteffectivefororganizations.
Keywords:MarketingonSocialNetworks,TaggedBasedMarketing.
1.
INTRODUCTION
Socialmediaisaphenomenonthathasdrawnalotofattentionbothtocompanies
andindividualsinteractingonthenetworkinglandscape.However,whenitcomes
togivingacleardefinitionofwhatsocialmediareallyis,theunderstandingofthe
termisveryminimal.Managersandacademicresearchersseemtodifferonhow
social media differ from interchangeable related concept web 2.0 and User
GeneratedContent(KaplanandHaenlein:2009).
Lookingwaybackintothehistoryoftheinternetwheresocialmediamighthave
evolvedfrom,aclearunderstandingofrelatedconceptscanbederived.In1979,
TruscottandEllisfromDukeUniversitycreatedtheUsenet,aworldwidediscussion
systemthatalloweduserstopostpublicmessages.Usenetisahybridbetweenemail
andwebforumsandthediscussionsthereinarethreadedwithmodernnewsreader
software(http://nzblord.com/usenet/).UserGeneratedContententeredusagein
2005;itcoversavarietyofmediainformationavailable.
Itincludesalldigitalmediatechnologiessuchas,digitalvideo,blogging,podcasting,
forums, review-sites, social networking, mobile phone photography and wikis.
HenceUserGeneratedContentisasumofallwaysinwhichpeoplemakeuseof
socialmedia(KaplanandHaenlein2009).Web2.0isatermthatwascoinedbyTim
OReilly in 2004, however since its inception; it has remained difficult to define.
Nonethelessweb2.0isallaboutinformationsharingandcollaborationontheWorld
Wide Web. Coherently, Alexander and Levine (2008) identified two essential
featuresthatareinstrumentalindistinguishingweb2.0projectsfromtherestofthe
web:micro-contentandsocialmedia.Themicrocontentfeatureenablesauthorsto
createsmallpiecesofcontent,witheachpiececonveyingaprimaryideaorconcept.
Thepiecesaresmallerthanwebsitesandaremeanttobereusedinmultipleways
and places. Examples of such pieces can be found in YouTube comments, Picasa
images,blogpostsandwikieditswhichareonlyfewthousandbytes.
Inadditiontotheabovedescriptionofwhatweb2.0isabout,anassertionhasbeen
madethatsoftwaredevelopersandend-usersstartedtoutilizeWorldWideWebin
order to continuously modify contents and applications in a participatory and
collaborativefashion.Asamatteroffact,web2.0isconsideredtobeplatformfor
the evolution of Social media. In view ofthis, Kaplan and Haenlein (2009) define
Socialmediaasagroupofinternet-basedapplicationsthatbuildontheideological
andtechnologicalfoundationsofweb2.0andthatallowthecreationandexchange
ofUserGeneratedContent.
Theintertwiningofthedescriptionsoftheconceptswillcontinuallycreateuproar
astowhocanbestdefinethetermssatisfactorily;consequentlythesubjectonsocial
media will therefore remain synonymous among many social network users and
managers. It is fair to believe that this is a metamorphosis of the networking
community that first evolved in late 1970s. Due to the rising technological
advancementsthechangesseemtotakedifferentformsandnamesbutthemain
features are quite similar. It is a perspective that is also supported by Marshall
McLuhan, that social media is the framework which changes with each new
technologyandnotjustthepicturewithintheframe.McLuhanwasaphilosopher,
whoseworkisviewedasthecornerstonesofthestudyofmediatheory,aswellas
advertisingandtelevisionindustries.
OnlineSocialnetworkingwebsitessuchasTwitter,Facebook,andMySpaceetc.have
madeasignificantimpactonindividualslife.Thissocialnetworkhasalsomadelarge
impact on how internet users communicate, share their data, creating and
maintaining their profile, and establishing links with their friends. These links or
connectionsamongindividualshaveshownsomeleveloftrustamongthemselves
whichhashelpedtheonlinesocialnetworktogrowveryquicklyinrecentyears.
Peoplenowadayspreferspendingmoretimeingossiping,playinggames,browsing
friendsprofilesandchattingwiththeirfriendsonsocialnetworkingsitesratherthan
physicallymeeting.Successoftheonlinesocialnetworkswithgrowingtrendshas
allowedorganizationstopenetratethisnewdomainformarketingtheirproducts.
Manysocialnetworksallowcompaniestomarkettheirproductthroughdifferent
toolsprovidedbythem.
Facebookisthemostsuccessfulonlinesocialnetworkwithmorethan5Millionusers
andthepopulationisincreasingeverynowandthen.Withthissuccessithasopened
a debate for many organizations to how to penetrate the new domain? How
companiescanofferproductstotheusersthroughsocialnetworkingwebsite?How
companycantargettheiraudienceviasocialnetworks.
Facebook has offered many marketing tools for the companies to target their
audiencelikecreatinggroups,pages,socialadsyetinIndiathewayitcanbeused
formarketinghasnotbeexploredbymostoftheorganizations.Thebasicpurpose
ofthisresearchistofindthereasonsofnotusingFacebookplatformformarketing.
The research will be conducted from users as well organizations through offline
survey.
The organization of this paper is as firstly literature review is done. Section 3

describes the platform of study i.e. Facebook containing the reason of choosing
Facebookformystudy,marketingonFacebookandbenefitofusingtaggedbased
marketingoverothertools.ResearchMethodsisdescribedinSection4describing
aboutthesurveyinstrumentsandparticipantsofsurvey.Section5istheresultsof
thesurveyconductedfromusersandorganizationisdescribed.Thefindingsfrom
theresultsaredescribedintheconclusionsection.FutureImplicationsaredescribed
insection7followedbyReferences,Annexure,ListofFiguresandAbbreviations.
2.
LITERATUREREVIEW
Theliteraturereviewinmystudyhasbeencategorizedinthreeaspects:
2.1 InfluentialinBuying
Influenceofanypersonclosetoanindividualhassomeimpactonhislifeandthis
influencecanalsobeseenindecisionmaking,eitheritisofchoosinganyhousehold
item,selectingacareeroranythingelse.
In [19], the researcher has discussed that purchasing decisions are strongly
influencedduetotrustamongpeopleandalsoifpeopleknoweachother.Many
onlineshopperswaitforopinionsabouttheproductbeforepurchasinganything.
Ecommercecompaniesconvincespeopletogivefeedbackoftheproductsbywriting
reviews,ratingetc.somee-commercecompanieshavealsostartedtouseonline
socialmarketingafteranalyzingtheeffectonthesalesduetothisactivity.
Similarlyin[20]theresearcherhasexaminedabouttheinfluentialfactoroffriends
intheuserbehaviorinsocialnetworks,bydoingthesurveyresearchononeofthe
big social networking website in Korea named Cyworld. Further the researcher
alsoexaminedtheimpactofthissocialinfluenceintermsofincreaseinthesales
andrevenueanalyzingtheuserbehaviorontheinternetisoneofthemostcritical
factorsthathelpinmakingthewebsitesuccessful.Nowadaysmostlycompaniesare
emphasizingonUIandarespendingextraeffortandtimeforcreatinganattractive
userinterfaceofthewebsites.In[12]theresearcherhasemphasizedorganization
tounderstandtheuserbehaviorwhentheylogintothesocialnetworkingwebsite.
Understandinguserbehaviorwouldhelporganizationinevaluatingthedesignand
performanceofthewebsite;thiscouldhelpinplacementoftheadvertisingonthe
websiteforbettervisibilitywithnoannoyancetousers.

2.2 MarketingStrategies
Everycompanyeitheritssmall,mediumorlargeenterprisehavetheirobjectives,
goalsandplans.Forachievingtheirgoals,thesecompaniesdohavetoadoptsome
strategiesortechniques.Mostsuccessfulcompaniesstrictlyfollowtheirobjectives,
goals for their survival. In new era internet has become a basic element in
individualslifeandmanycompaniesarefocusingtheinternetformarketingtheir
products. Some of the optimal strategies are described in the paper [16]. In this
papertheresearcherhasdescribedabouttheintelligentsellingstrategiesthatcould
beappliedonsocialnetworksforinfluentialmarketingandalsoemphasizesthatfor
increasesales,sellershouldprovidebenefitstotheirpotentialbuyers.
Reference [4] has described how the small and medium sized enterprises in the
Indonesia have used the social networking sites for promoting their sales. The
researcheralsodescribedthemajorproblemsofSMEinIndonesia.Theresearcher
also suggests that Facebook could be the solution for SMEs for expanding their
business.
In the paper [14] the researcher has described the effects of Word of mouth
marketinginincreasingtheusergrowthonthesocialnetworkingwebsite.Further
researcheralsodescribesthatWOMaremoreappealingandprovidequickresponse
ratherthanthetraditionaladvertisingmarketing.Theresearcherhasalsocompared
thetraditionalmarketingwiththeWOMoversocialnetworkingwebsitesbydoing
empiricalresearchononlineinternetwebsite.Accordingtotheresults,WOMistwo
timesmoreeffectivethanradiomarketing,fourtimesmorethanpersonalselling
andseventimesmorethanprintadvertising.

2.3 PrivacyIssues
Privacyconcernamonginternetusersisthemajorbarrierinthesuccessoftheecommerceandsocialnetworkingwebsites.ThoughlargecompanieslikeAmazon,
eBay,Facebookhavetakenmeasuresinmakingtheusersinformationprivatebut
somehowtheycannotguarantee100%privacy.
In [14] researcher has described about the privacy issues in the online social
networkingwebsites.Insocialnetworkingsites,privacyisthemainconcernamong
users.Currentsocialnetworkplatformsdontprovideanymechanismtocontrolthe
informationleakageofuserspersonalinformation.
The researcher also described that the most needed privacy on the social
networkingsitesareprofileprivacy,applicationprivacyandnewsfeedprivacy.The
researcherhasalsoproposedthemodificationsintheexistingprivacyplatformsthat
helpusersharingtheirinformationwiththethirdpartyapplications.
3. THEPLATFORMINOURSTUDY
ThischaptercontainsthehistoryandfeaturesoftheFacebook.Furtherthissection
alsocontainstheanswerofsomequestions.
3.1 Facebook
Facebook is the social networking website founded by Mark Zuckerberg with his
collegeandroommatesin2004.In2012,Facebookistoprankedwebsitewithmore
than 500 Million users worldwide and the population is increasing day by day.
Facebookisoneofthepopularwebsitesinthisneweraanditisbelievedthatthere
arehardlyanyinternetuserswhodonthaveaFacebookaccount.
3.2 WhyIchoseFacebookasmyplatformofstudy?
WhenwetalkabouttheSocialnetworkingwebsites,thefirstwebsitethatcomesin
ourmindistheFacebook.Thisdoesntmeanthatthereisnoothersocialnetworking
websiteintheworld.Thereareseveralotherwebsitesthatarealsopopular,these
websitesincludeOrkut,Hi5,Flicker,Bebo,Twitter,Googleplus,LinkedInetc.When
comparingthesewebsiteswithFacebooktheresultsstatsthatFacebookhasnoreal
competitorintermsofregisteredmembers.
InIndia,Facebookisgrowingveryrapidlyandaccordingtothestatisticsthenumber
ofFacebookusersinIndiahasincreasedfrom112Million.Thisfigureassuresthat
FacebookisverymuchpopularinIndia.Itisobservedthatmostofthepeopledo
use or open Facebook while doing busiest work on internet. This was the major
reasonforchoosingtheFacebookasmyplatformofstudy.
3.3 WhytochooseFacebookforproductsmarketing?
Nowadayscompetitionamongtheorganizationshasincreasedsomuchthatthey
arelookingforeveryopportunitytosurvivetheirexistenceintheglobalworld.Few
yearsback,conceptofinternetmarketingwasnotcommonamongenterprises,but
todayevensmallsizedcompaniesdohavetheirownwebsite.Internetmarketing
hasexploredmanynewtechniquesofmarketingtheirproducts.Marketingonsocial
networkingisalsooneofthem.
Withtheincreaseuseofsocialnetworkingwebsite(Facebook)inIndia,ithasopened
apathfortheorganizationstouseandexplorethenewdomainfortheproducts.
Marketingonsocialnetworkingwebsite(Facebook)isdifferentfromtheinternet
marketing.
WiththediscussionaboveitcanbeconcludedthattheFacebookisthenewera
domainthatisverypopularamongpeople.Mostlyindividualsspendtheirmostof
time using Facebook and have created their own social world. So if the client
orientedorganizationsneedtogrowandincreaseclienteletheyhavetopenetrate
into this new domain. This could help the company in establishing trust of their
brandsinconsumersandislesscostlythanothertraditionalmarketingtechniques.
WiththeincreasegrowthofmemberonsocialmediaFacebook,ifitcouldbesaid
thatfuturemarketingwouldbesocialnetworkmarketingthenitwontbewrong.
3.4 WhyTaggedbasedMarketinginsteadofothermarketing
tools?
Facebook has provided many tools for the small and medium sized enterprise
organizationsformarketingtheirproductsandincreaseclienteleusingFacebookas
adomain.
Just like creating groups, events, Profile pages etc. yet they all have certain
limitations.
i)ProfilePage
Forpenetratinganydomain,thebasicthingistoestablishyourexistence.Profile
pagesaretheentrypointforanyorganizationtoshowtheirpresenceonFacebook.
The profile page is just a page containing your information. On profile page the
organizationcansharethepromopicture,videos,introducenewbrandstotarget
theaudience.
ii)Groups
Groupsarethemostsimplestandtheoldestwayformarketingyourcompanyor
any brand on Facebook. Groups allow the organization to create a place for
customers and friends so that they can participate in the discussions on the
Facebook.
Groups are mostly used for viral marketing. There are some limitations in using
groups
Groupsarejustlikeprivatechatrooms,onlythepersonsaddedtothegroup
canparticipateintheactivities.
Groupdoesnotsupportlargenumberofmembers.
GroupsdoesntallowtheintegrationwithotherFacebookApplication
10
iii)Events
Facebookevents is the applicationmostly used by organization to promote their

events,productlaunchesetc.whenyoucreateaneventthatmeansyouarecreating
a page which is similar to the groups in which you can start discussions, share
photos,videosandlinks.
iv)FacebookPages
Facebookpagesareawayforthemanyorganizationstocreatetheirpresenceon
Facebook.Facebookpagesarelikegroupswithsomedifferences
Facebook pages allow organizations to integrate their page with other
applicationstoextendtheirfunctionalityandanalyzetheuserpresence.
FacebookpagesalsosupporttheNewsFeed,whichindirectlyinvitesFriends
ofyourpagefan,tobecomethemember.
11
TaggedbasedMarketing
TaggedbasedmarketingistheextensionoftheFacebookpages.Thisstrategywill
behelpfulforthecompanytomarkettheirproduct,brand.Taggedbasedmarketing
allowstheorganizationtotagthefeedbackoftheproducttotheircustomer.
OncethetaghasbeendonethenthistagwillthenbevisibletotheFriendListofthe
customerintheNewsFeed.Thebenefitofthetagbasedmarketingis:Supposean
organization take feedback of any product from the consumer and with his/her
permission the feedback is tagged on the consumer profile. This tag will now be
visible in the News Feed of the Friend List of the consumer, which helps in the
influentialmarketing;trustoftheproductwillbeincreasedintheconsumercircle
byconsumersinfluence.
Thisistheindirectmarketingthattheorganizationwouldbedoingwithlowcostas
comparedtotheothermarketingdomain.Themajorbenefitofthismarketingisthe
trustoftheproductwhichisveryimportantintodaycompetitivemarket.
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4. RESEARCHMETHODOLOGY
Thispaperfocusesontheproductreviewofcustomersonsocialnetworkingwebsite
to promote marketing and uses quantitative research methodology. To help
understandtheusersandorganizationsbehavior,asurveyisbeingconductedfrom
socialnetworkusersandorganizations.
Thesurveyconsistsofseparatequestionnairesforusersandtheorganization.Users
survey consistsofquestionnairefocusingontheviewsaboutthesharingoftheir
purchaseinformation,privacyconcerns,theinfluenceofothersontheirpurchasing
decisionandviewsaboutthemarketingonthesocialnetworkwebsites.
Organization survey consists of questionnaires focusing on the view about the
marketingontheFacebook,customersfeedbackfortheproducts,advantageand
barriersforthisdomain.
4.1SurveyInstrument
Oursurveyinstrumentisderivedfromthethoroughstudyoftheresearchpapers
related to social network, word of mouth marketing , internet marketing. The
questionsarerelatedwithinfluentialfactorinpurchasing,internetmarketing,using
socialnetworkformarketingdomain,sharingpurchaseinformationontheinternet.
We did an offline survey, because offline survey helps in getting the reliable
responsefromthemembers.
13
4.2Participants
Inoursurveywehavetwotypesofparticipants,usersandorganizations.Therefore
oursurveyconsistquestionnaire.Bothquestionnairescontainssmallratioofsimilar
questionsandmajorityofthequestionsinthesurveyaredifferent.Theagegroup
ofparticipantsofboththesurveysisinbetween20to45.
4.3SurveyforUser
Inthissurveywegatheredtheinformationfromthestudentsandprofessionalsin
thecityofVadodara.Thesamplesizeoftheparticipantsofthissurveyishundred
(118).Outof100,61%aremaleand39%areFemale.
4.4SurveyforOrganization
Inthissurveywegatheredtheinformationfromtheorganizationsrepresentatives.
Thesamplesizeoftheparticipantsofthissurveyistwenty(20).
14
5. FINDINGS&ANALYSIS
Inthissectionwewilldiscussthesurveyresultsresponsegotfromtheparticipants:
5.1User
1) Beforepurchasingaproductwhatwouldyoupreferforproductsreview?
Thepurposeofthisquestionistoknowtheuseropinionsaboutthetrustfulmedium
forknowingthefeedbackoftheproductsbeforepurchasing.
MostPreferredMediumOfProductReview
0%
14%
13%
73%
SearchingonGoogle,Yahoo,Bingetc
WordOfMouth(Listeningtoadvice)
Both
None
Outof118,86peoplesaidthattheyconsiderbothWOMaswellasOnlinesearch
forproductreview.17peoplesaidthattheybelievedsearchingonlinewasmore
productivewhile15saidthattheybelievedWordOfMouthwasmoreeffective.
15
2) Foraproducttobuy,whomfeedbackwillhavegreaterinfluentialfactor?
Thisquestionwasaskedfromusersinordertogettheiropinionaboutwhichrelation
hasthebetterinfluentialfactorontheindividuallifebeforepurchasinganyproduct.
Whosefeedbackwillhaveagreaterinfluential
factor?
3%
19%
33%
45%
Family
Friends
Reviewers(OnTV,Youtube,Radioetc)
Other
Outof118people,53saidthatfriendshadmostinfluence.39peoplesaidReviewers
on YouTube etc., were more reliable followed by 23 people who emphasized on
Familyand3saiditwasothers.
16

3) DoyounoticetheSocialAdsdisplayedonSocialNetworkingsite?
Thepurposeofthisquestionistoaskuserwhethertheynoticethedifferentsocial
advertisementofthecompanieswhentheylogintotheOSNwebsites.SocialAds
areextensivelyusedbytheorganizationsnowadaystotargettheircustomer.
DoyounoticetheSocialAdsdisplayedon
SocialNetworkingsite?
9%
17%
Always
MostLikely
31%
17%
Likely
LessLikely
Never
26%
Outof118people,36saidthattheywerelesslikelytoviewadsdisplayedonsocial
networkingsiteand10saidthattheyneverwatchads.Butnearly70people(i.e.
59.3%)saidthattheywerelikelytowatchoralwayswatchsocialadsdisplayedon
socialmedia.Thisisagreatnewsforsocialmediamanagersandadvertisers.
17
4) Areyouinfluencedfromproductsboughtbyyourfriends?
Theideaofaskingthisquestionwastoknowwhetherpeopleareinfluencedwith
theproductpurchasedwiththefriends.
Areyouinfluencedfromproductsboughtbyyourfriends?
3%
12%
13%
30%
42%
Always
Mostlikely
Likely
LessLikely
Never
Outof118,only19peoplesaidthattheywerenotinfluencedfromproductsbought
bytheirfriends.Butagainagoodnewsfortaggedmarketersisthat99i.e.nearly84
%peoplesaidthattheywereinfluencedfromtheproductsboughtbytheirfriends.
18

5) Doyoufeelconcernedwhenorganizationasksyourprivateinformationlike
emailaddresses,cellphonenumberforproductsfeedback?
Theideaofaskingthisquestionwastoknowthelevelofconcernpeoplehavewith
theirprivacyonsocialmedianetworks.
Doyoufeelconcernedwhenorganizationasks
yourprivateinformationlikeemailaddresses,
cellphonenumberforproductsfeedback?
11%
31%
16%
21%
21%
Never
LessLikely
Likely
MostLikely
Always
Around73%i.e.86peopleoutof118saidthattheywereconcernedfortheirprivacy
whenorganizationaskstheirprivateinformationlikeemailaddresses, cellphone
numbersetc.Thisisapointofconcernforsocialmediamarketersandtheyneedto
convincetheirusersthattheirprivatedetailswouldbekeptconfidentialandsafeat
allcosts.
19

6) Forwhichtypeofproduct,taggedbasedmarketingonsocialnetworking
siteswillbeeffective?
Theideaofaskingthisquestionwastoknowwhatpeoplethinkabouttaggedbased
marketingonsocialnetworkingsites.
Forwhichtypeofproduct,taggedbasedmarketingon
socialnetworkingsiteswillbeeffective?
8%
25%
Tangible(canbetouched,felt,
tastedetc)
13%
54%
Intangible(cannotbetouched,felt,
tastedetc)
Both
None
Outof118people,64peoplesaidthattaggedbasedmarketingonsocialnetworking
siteswouldbeeffectiveforbothtangibleandintangiblegoods.Thisagainisavery
goodandamazinginformationforsocialmediamarketersandmarketingmanagers
to market their various products through tagged based marketing on social
networkingsites.
20

7) Willyoualloworganizationstouseandshareyourpersonalinformationfor
marketingcampaignoftheproducts?
Thepurposeofaskingthisquestionwastoknowwhatpeoplethinkaboutallowing
organizations to use and share their personal information for their marketing
campaign.
Willyoualloworganizationstouseandshareyourpersonal
informationformarketingcampaignoftheproducts?
2%
9%
41%
24%
24%
Always
Often
Depends
Rarely
Never
Out of 118, 76 users i.e. nearly 64 % said that they dont or would never allow
organizationstouseandsharetheirpersonalinformationformarketingcampaign
oftheproducts.
21

8) Will you allow sharing (revealing) your purchase information on social
networkingwebsite?
Theessenceofaskingthisquestionwastoknowwhetherusersareaverseorfor
sympathetictowardsallowingorganizationstosharetheirpersonalinformationon
socialnetworkingwebsite.
Willyouallowsharing(revealing)yourpurchaseinformationon
socialnetworkingwebsite?
2% 6%
36%
38%
18%
Always
Often
Depends
Rarely
Never
Outof118people,55wereinfavorofsharingtheirpurchaseinformationonsocial
networking websites. But 63 were against it. This can be due to their ingrained
concernregardingtheirownpersonalprivacy.Socialmediamarketershaveagreat
opportunitytoconvertthenay-sayerswithconcreteeffortstowardsmaintainingthe
sanctityoftheirprivacy.
22

9) For which one of following reasons have you generally un-tagged any
activityonsocialnetwork?
Thereasonofaskingthisquestionwastobefamiliarwiththeuserconcernsabout
un-tagginganyphotosonsocialmedianetwork.
Forwhichoneoffollowingreasonshaveyougenerallyun-tagged
anyactivityonsocialnetwork?
13%
8%
30%
49%
Becauseitrevealsmycurrentlocation
Becauseitrevealsmyactivitiestoall
Toprotectmysocialimage
Other
Outof118,58peoplesaidtheyuntaggedthemselvesforthefearofrevealingtheir
activitiestoall.Thisdenotestheprivacyconcerntalkedaboutinearlierquestions.
Thisasmentionedbeforeprovidesauniqueopportunitytosocialmediamarketers
tograspthismarketprovidedthattheycanallayfearsregardingprivacy.
23
10) WillyouprovidefeedbackIforganizationsaskyoutoprovidefeedback
oftheproductfortaggingonthesocialnetworkingwebsite?
Thepurposeofaskingthisquestionwastodeterminetherespondentsviewabout
providingtheirfeedbackofapurchasedproducttoorganizationsfortagging.
WillyouprovidefeedbackIforganizationsaskyoutoprovide
feedbackoftheproductfortaggingonthesocialnetworking
website?
8%
8%
13%
15%
56%
Always
Often
Dependsontheproductpurchased
Rarely
Never
Out of 118, 65 people said that they would provide feedback of the product for
tagging on the social networking sites depending on the product purchased. 27
people were ready to provide feedback of the product for tagging on social
networkingsites.Thisagainprovesthatthefutureisbrightfortaggedmarketing.
24

11) Doyou(Orwouldyou)allowyoursocialnetworkfriendstoviewyour
purchaseinformationviatagging?
Thepurposeofaskingthisquestionwastoknowwhethertherespondentwillallow
theirfriendstoviewtheirpurchaseinformation.
Doyou(Orwouldyou)allowyoursocialnetworkfriendstoview
yourpurchaseinformationviatagging?
5%
23%
20%
Always
Often
8%
44%
Rarely
Never
Outof118,52peoplesaidthattheywouldallowtheirfriendstoviewtheirpurchase
informationviataggedmarketingdependingontheproductpurchased.Overall67
peoplewerereadytoallowtheirfriendstoviewtheirpurchaseinformation.
25

12) Do you recommend organizations to use tagged based marketing on
socialnetworks?
The reason of asking this question was to know the respondents view about
recommendingtaggedbasedmarketingfororganizations.
Doyourecommendorganizationstousetaggedbasedmarketingon
socialnetworks?
27%
45%
28%
Yes
Don'tKnow
No
The responseswegotfor theabovequestionwasthat,45%usersi.e.53people

respondednegatively,27%usersi.e.32peopleagreedonrecommendingtagged
basedmarketingtoorganizationwhile28%i.e.33peoplerespondedthattheydid
notknew.
26

13) Iftaggedbasedmarketingisimplementedthenwillitbemorebeneficial
thanotherinternetmarketingstrategiesforviewingtheproducts'review?
Thepurposeofaskingthisquestionwastoknowwhethertaggedmarketingwillbe
morebeneficialthanothermarketingstrategies.
IsTaggedMarketingMoreBeneficial?
23%
36%
41%
Yes
Don'tKnow
No
Outof118peoplesurveyed,41%i.e.48peoplesaidthattheydontknowwhether
tagged marketing is more beneficial or not. So there is a need for marketers to
spreadawarenessabouttaggedmarketing.Butthen,thereisalsoasilverliningthat
36%i.e.43peoplevotedinthefavoroftaggedmarketingascomparedto23%i.e.
27peoplewhovotedagainst.
27
5.2Organization
1) DoesyourCompanyexistonsocialnetworkingwebsites?
Thepurposeofaskingthisquestionwastoknowwhethercompaniesexistonsocial
networkingwebsites.
DOESYOURCOMPANYEXISTON
SOCIALNETWORKINGWEBSITES?
No
Yes
16
10
12
14
16
18
Out of the 20 companies surveyed, 16 respondents voted that their companies

existed on social networking websites. While 4 respondents said that their
companiesdidnothaveanypage/accountatallonsocialnetworkingwebsites.
28

2) Doyouhavepresenceonsocialnetworkingwebsitesorwouldyouliketohave
infuturetomarketyourproduct?
The reasonofaskingthisquestionwastoknowwhethercompaniesinteractand
havepresenceonasocialnetworkingsiteorwouldliketohaveinfuturetomarket
theirproduct.
Doyouhavepresenceonsocialnetworkingwebsitesorwould
youliketohaveinfuture?
10%
20%
20%
20%
30%
Never
LessLikely
Likely
MostLikely
Always
Theresponsewereceivedfromrespondentsforusingsocialnetworkingwebsites
formarketingtheirproductsare30%respondedwithLikely,20%respondedwith
the Always, Less Likely and Most Likely each whereas 10% selected the
Neveroption.
29

3) Doyoutakefeedbackfromyourcustomers?
Thereasonofaskingthisquestionwastoknowwhethercompaniestakefeedback
fromtheircustomersornot.
Doyoutakefeedbackfromyourcustomers?
10%
35%
15%
20%
20%
Never
LessLikely
Likely
MostLikely
Always
For the third question the participants responded for question about taking
feedbackfromtheircustomer,35%respondedwithAlways,20%respondedwith
Most likely and Likely each, 15% responded with the Less likely and 10%
respondedwithNever.
30
4) Onaskingfeedback,doyougetfeedbackfromyourcustomers?
Thereasonofaskingthisquestionwastoknowwhethercompaniesgetfeedback
fromtheircustomersornotwhenaskingforfeedbackfromcustomers.
Onaskingfeedback,doyougetfeedbackfromyour
customers?
11%
0%
32%
42%
Never
LessLikely
15%
Likely
MostLikely
Always
ForQuestion4,42%respondedwithMostlikely, 32%respondedwithLikely,
15%respondedwithLesslikely,11%respondedwiththeAlways.
31

5) Ifyouusesocialnetworkingwebsitesforyourproductmarketing,whatpositive
thingsyoufeelaboutthisnewmarketingdimension?
ThepurposeofthisquestionistoasktheorganizationsiftheyareusingtheOSN
websiteformarketing,whatbenefitstheyhaveseentermsofsales,profitetc.
PositiveThingsAboutTaggedMarketing
8%
8%
31%
16%
9%
27%
Helpsanalyzingtargetaudience
Helpsinreceivingquickresponse
IncreasedProfit
IncreasedClientele
MinimumCost
Others
From the 20 organizations surveyed, 31% organizations responded that the new
marketingdimensionhashelpedinanalyzingtargetaudience,27%respondedwith
thatithelpsinreceivingquickresponse,16%respondedwithincreasedclientele,
9%respondedwithincreaseprofit,8%respondedwithminimumcost.
32

6) If you havent used social networking websites for marketing, what are the
reasonsbehindthat?
Thepurposeofthisquestionistoasktheorganizationstheirreasonsfornotusing
socialnetworkmarketing.
Purposeofnotusingsocialnetworkmarketing
20%
0%
15%
65%
Increaseresourcescost
Wasteoftime
Mostlydontreceiveauthenticuser
Other
Outofthe20organizationssurveyed,20%i.e.4companiessaidthattheyfeltsocial
networkmarketingincreasesresourcecost.15%i.e.3companiessaidthattheyfelt
thattheydidnotreceiveanyauthenticuserfromsocialnetworkmarketing.While
65%i.e.13companieshadotherreasons.Noneofthesurveyedcompanyfeelsthat
socialnetworkmarketingisawasteoftime.
33

7) For reviewing a product to buy, whose feedback according to you will have
greaterinfluentialfactor?
Thepurposeofthisquestionistoasktheorganizationstheirperceptiononwhowill
havegreaterinfluencemarketingforareviewingaproducttobuy.
InfluentialFactor
17%
0%
25%
17%
42%
Family
Friends
Colleagues
Strangers
Others
Out of the 20 organizations surveyed, 42% companies said that they felt Friends
would influence the most. 25 % companies said that they felt that Family would
influencethemost.While17%i.e.13companiesfeltColleaguesandStrangerseach
wouldinfluencethemost.
34

8) Willyourorganizationisreadyforofferingbenefitsforconvincingconsumers
togivefeedbackofproducts?
Thepurposeofthisquestionistoasktheorganizationswhethertheyarereadyto
offeringbenefitsforconvincingconsumerstogivefeedbackofproducts.
OfferingBenefitstoCustomer
17%
33%
11%
22%
Always
Mostlikely
17%
Likely
LessLikely
Never
Outof20organizationssurveyed,72%i.e.nearly14companiessaidtheywereready
while 28 % were not ready to offer benefits for convincing consumers to give
feedbackofproducts.
35

9) Dotaggedbasedmarketingonsocialnetworksisbeneficialfororganizations?
Thepurposeofthisquestionistoasktheorganizationswhethertheythinktagged
basedmarketingonsocialnetworksisbeneficialfororganizations.
TaggedbasedMarketingBeneficialtoOrganizations
0%
15%
25%
35%
25%
Always
Mostlikely
Likely
LessLikely
Never
Outof20organizationssurveyed, 85%i.e. 17companiesoverallfeelthattagged

basedmarketingisbeneficialtoorganizationswhileonly15%i.e.3companiesfelt
otherwise.
36

10)
Shouldtaggedbasedmarketingbeimplementedbyorganizationsin
India?
Thepurposeofthisquestionistoasktheorganizationswhethertheythinktagged
basedmarketingonsocialnetworksshouldbeimplementedbyorganizations.
ImplementationofTaggedBasedMarketing
15%
10%
75%
Yes
No
DontKnow
Out of 20 organizations surveyed, 75% i.e. 15 companies overall felt that tagged
based marketing should be implemented by organizations while only 10 % i.e. 2
companies felt otherwise. 15% i.e. 3 Companies were unsure about the
implementation.
37

11)
Marketing on social networking will increase overheads of the
organization including (changes in your existence database, hiring new
resourcesetc.)Isyourorganizationreadyforthis?
The purpose of asking this question from organization is to know whether the
organizationisseriousintakingthepenetratingthisdomainandifthatcostextra
overhead,willtheorganizationisreadyforit.
OverheadsforOrganization
50%
50%
0%
Yes
No
NotYet
Outof20organizationssurveyed,50%i.e.10companiesoverallfeltthattheyare
readywhile50%i.e.10companiessaidtheyarenotreadyyetbutmaybewillbe
readyinthefuture.Noonedeniedabsolutely.
38

12)
Does tagged based marketing on social networks affect the
organizationsprofit?
Thepurposeofaskingthisquestionfromorganizationistoknowwhethertagged
basedmarketingaffectsanorganizationsprofit.
TaggedBasedMarketingincomparisontoTraditional
Marketing
10%
25%
65%
IncreaseProfit
NoEffect
DecreaseProfit
Outof20organizationssurveyed,65%i.e.13companiesoverallfeltthatthereisan
increase in profit while 10% i.e. 2 companies felt there was decrease in profit. 5
respondentsfelttherewasnoeffectoftagbasedmarketing.
39

13)
Howwillyouquantifysocialinfluenceintermsoforganizationsales?
Thepurposeofaskingthisquestionfromorganizationsastohowwilltheyquantify
socialinfluenceintermsoforganizationsales.
SocialInfluenceforOrganization
0% 5%
11%
11%
73%
Increasesalesdrastically
Increasesalesgradually
Decreasesalesrapidly
Notgoodforcompany
Noeffect
Out of 20 organizations surveyed, 73% of the organizations believed that sales

increase gradually. 11% organizations believed that sales increase drastically. 5%
believed that social influence is not good for company. While 11% believed that
thereisnoeffectofsocialinfluence.
40

14)
Whytaggedbasedmarketingcanbebeneficialratherthantraditional
marketing?
The reason of asking this question from organizations to know as to why tagged
basedmarketingcanbebeneficialratherthantraditionalmarketing.
TBMAdvantagesoverTraditionalMarketing
0%
14%
38%
48%
IncreaseClientele
InfluentialMarketing
MinimumCost
Other
Outof20organizationssurveyed,48%organizationsacceptedthatTaggedBased
Marketing helps in influential marketing. 38% of the organizations surveyed
maintained that tagged based marketing helped in reducing costs. 14%
organizationssaidthatTBMincreasedclientele.
41

15)
Inordertoimplementsocialnetworkmarketing,ifyourorganizationis
requiredtopurchaseamarketingtoolprovidedbysocialnetworkingwebsite,
willyourorganizationbereadytobuy?
The reason of asking this question from organizations to know as to whether

organization will be ready to purchase a marketing tool provided by social
networkingwebsite,ifneeded.
PurchasingMarketingTool
80%
70%
68%
60%
50%
40%
30%
21%
20%
11%
10%
0%
Yes
No
Depends
Outof20organizationssurveyed,68%oftheorganizationssurveyedagreedthat
they were ready to purchase a marketing tool provided by social networking
website.11%deniedtopurchaseanytoolwhile21%saidthattheymightthinkabout
it.
42

16)
Forwhichtypeofproducttaggedbasedmarketingonsocialnetworking
siteswillbeeffective?
The reason of asking this question from organizations to know for which type of
product, tagged based marketing on social networking sites will be effective
accordingtotheorganization.
ProductTypeBeneficialforTaggedBased
Marketing
11
12
10
8
6
0
Tangible
Intangible
Both
None
Outof20organizationssurveyed,11organizationssaidthatitwouldbebeneficial
forbothtangibleandintangibleproducts.6organizationssaidthatitwouldonlybe
beneficial for tangible products while 2 organizations maintained it would be
beneficial for intangible products. One organization said that tagged based
marketingwouldnotbebeneficialforeithertangibleorintangibleproducts.
43

17)
What could be barriers in India which the organizations have to face
whilemarketing?
The reason of asking this question from organizations is to know what could be
barriersinIndiawhichtheorganizationshavetofacewhilemarketing.
BarriersforTaggedBasedMarketing
17%
28%
34%
21%
Trustamongpeopleandorganization
Privacyconcernsamongpeople
Lackofsocialnetworkusage
Lackofawarenessinthepeople
Out of 20 organizations surveyed, 34% organizations maintained that Privacy

concernsamongstpeopleisthemainconcernwhile28%organizationsfeltthatLack
ofawarenessisamainreason.21%organizationsthinklackofsocialnetworkusage
isaproblemwhile17%organizationssaidtrustamongstpeopleandorganizationis
themainbarrierfacedinIndia.
44

18)
Whichgoalsyouthinkwillbeachievedbymarketingonsocialnetworks?
Thereasonofaskingthisquestionfromorganizationsistoknowwhichgoalsthey
thinkwillbeachievedbymarketingonsocialnetworks.
GoalAchievedbyTaggedBasedMarketing
11%
29%
20%
40%
IncreasedSalesGrowth
IncreasedBrandAwareness
IncreaseCustomerloyalty
Other
Out of 20 organizations surveyed, 40% organizations felt that Tagged Based

Marketingincreasedbrandawareness.29%organizationsfeltthatitincreasedsales
growth. 20% organizations felt that it increased customer loyalty while 11% had
othervariousreasons.
45
6. CONCLUSION
ThestudyreflectsthatwiththeincreasinggrowthofSocialNetworkingwebsites,
peopleopttosharemoreandmoreinformationandthisgrowthhasopenawayfor
theorganizationtopenetratethenewdomain.Theresearchfindingconsistsoftwo
phases:userandorganization.Whileconductingsurveyfromusers,wefoundthat
most of the people support marketing on Facebook, and more than 70% people
agreedthatthefriendshavemuchinfluenceinpurchasing.51%peoplerecommend
organizations tagged based marketing on Facebook and large population has
suggesteditsbeneficialfororganizations.Fortaggedbasedmarketing, providing
feedback is very critical and from the stats it can be seen that majority of the
population is already providing feedback to organizations, but most of them are
concernedabouttherevealingoftheirpersonalinformationtoothers.
The research finding from the organization suggests that approx. 75% of the
organization have their presence on Social Network but only 20% of them are
seriouslyusingitformarketing.Thefindingfurthersuggeststhatcurrentlyaround
35% organization take feedback from their consumers, with reference of the
findings,themajorreasonbehindthisismostlypeopledontprovidefeedback,and
the large number of organizations are thinking of providing some benefits to
consumertogetfeedback.Mostorganizationsthataredoingmarketingonsocial
networks,defendstheirexistencebydescribingthatithelpsininfluentialmarketing,
helps analyzing target audience, increases the trust of the product among
consumersandalsoincreasethesalesandprofit.
Tagged based marketing is supported by majority of organization and large

population has suggested that it should be implemented. Around 50% of
organizationagreedtomanagetheoverheadsbutalsosuggestthatprivacyconcern
and trust among inbetween the organization and users are some big barriers in
successfulimplementationofthetaggedbasedmarketing.
46
6.1 TaggedbasedMarketingOpportunities:
TaggedBasedmarketingcanbeveryadvantageousforbusinesses.GottaandOKelly
contendsthat,establishingcommunitiesaroundproductsandservicesisapotential
strategy to build brand loyalty, establishing exit barriers, and facilitating viral
marketingthroughself-emergentcustomertestimonials.
Suchcommunitiescanalsobeasourceofinnovationbysolicitingconsumerinput,
and customer suggestions. Social networking can find new customers, and help
conductbrandintelligenceandmarketresearch.
Thecommunicationinsocialnetworkgetsshopperstolistentooneanother,review
ratings for products and services, and provide product knowledge and personal
information. Social marketing can be an inexpensive way to promote a company
ratherthanputtingtogetherahugemarketingteamoraprohibitivebudget.
Internally, strategists should examine business process and ongoing communitybuildingactivitiestoidentifyanypossibleapplicationscenariosthatcanbeusedto

buildabusinesscase.
47
SomegeneralexamplesaccordingtoGottaandOKellyincludes:
Sales:Social-networkingtoolsmayprovideabetterintroductionmechanism
foraccountswithhigherconversationratesthancoldcallscan.
Marketing:Tagcloudsderivedfromanexternalsocialsoftwareapplication
couldprovideadashboard-likelookintoongoingandtimedpatternsbased
onmembertagsandbookmarks.
Customerservice:Taggingoftelephoneoremailinteractionsbycallcenter
representatives could provide interesting commentary at a collective level
(e.g.possiblerecall,productdefectandconfusinginstructions).
Competitiveintelligencegathering:socialbookmakingservicescantargeta
specific information space (e.g. competitor activities or ways people use a
particularproduct).
Information Management: Folksonomy efforts could result in taxonomies

thataremoreprecise(e.g.integrationwithsearchengines)aswellasmore
responsivetochangebypickinguponterminologyandprovidinguserswith
senseofparticipationandownership.
Organizational development: Tracking tags and bookmarks over time can

reveal trends (e.g. using a Nielsen-like rating system) of what people are
readingandwhatthefindimportant,thusprovidinglearningstrategiesand
HRdecisionmakerswithinsightsintothetypesoftraining,seminar,orother
topicsthatmightbeofinterestorskills/competenciestofocuson.
48
6.2 TaggedbasedMarketingRisks:
Although Social networks can help companies spread good news fast, it can also
spreadbadnewsjustasquickly.Moreover,ifcustomerswanttoventtheirangeron
yourproductorservice,theycanuseyoursocialnetworkaccount.Managersneed
tounderstandhowtohandlethosesituationsquicklyandeffectively.
Also,associalmediaisnotaswidelymoderatedorcensoredasmainstreammedia,
individuals can say anything they want about a company or brand, positive or
negative.Increasingly,companiesarelookingtogainaccesstotheseconversations
andtakepartinthedialogue.However,apotentialproblemthatcompaniesusing
socialmediamayfaceistheprivacyandpersonalsecurityissues.Thereexistsaniche
segmentthatisoverlyconcernedabouttheirsecuritymattersanddonotpreferto
discusstheirvocationandsimilarplansonsocialweb.
Nonetheless, GottaandOKellyagonizethat, networksthatthrivewhenthey are

informal and invisible are at risk for changing behavior or complete collapse if
managementsuddenlybecomesawareofthemandattemptstoinfluence,leverage,
or exploit them in some ways. They further connote that, there are other
unintended consequences of making social networks and their interrelationships
public.Overall, thesuccessandfailureoftechnologiesspecificallygearedtoward
socialnetworkingrevolvearounduserparticipation,trust,security,andprivacy.So,
userssometimestendtobehesitanttosharesomeoftheirsensitiveinformation
with companies. This means, organizational issues regarding incentives for
participation, managing behavior changes, and building effectives communities
havegreaterimpact.
Reasons for user collectively interacting vary greatly. At one extreme such
interaction can be very self-serving. Users might participate in socially oriented
applicationsonlytolinkontheedges,absorbinginformationfromthecommunity
thatisrelevanttotheirownresearch,personalneeds,orwork-relatedtasks.The
49
intensity of their participation might be represented by their contributions (e.g.

providingopinions)recommendations,insightsandothertypesofinformationorby
aggressivelytaggingandsharingbookmarks),theirabilitytopersuadeotherstojoin,
ortheirlevelofinfluenceinbrokeringlinkagesbetweenmembersinthecommunity
network.
In addition, there are several available Media laws, because social network
marketing encloses publishing or transfer of the on-line contents there are also
certainlegalsettingsifitcomestotheadvertisementinsocialnetwork.Therearea
Lack of Brand Control, thus businesses must be especially careful in the market
research and advertising laws not to cross legal borders. The advertisement in a
social net brings danger to product brands. Social networks are user-generated
contents where end users about their experiences with products, services and
customerservice,etc.Thecontentsinsuchnetscanbecriticaltotheproduct,and
societieshaveverylittlecontrolinwhichendusersshareintheirsocialnetwork.The
supervisionofgeneralperceptionofbrandsoftheonlinecommunityanddirecting
problemsdiscussedonline,thishadnotbeenlookedbefore,isextremelyimportant
forbrandsoftheproductandservice.
Wemustnotforgetthemostimportantthingthroughsocialmarketingthereisan
opportunitytocollectconsumerdata;however,thesecompilationsofdatacannot
justbetappedinit.Socialnetworkusersaremorecarefulregardingsharingtheir
private data. To have access to the consumer Information, business must build
products and applications which will require that a user divides at least some
personaldata.
50
7. FUTUREIMPLICATIONS
Since there are some limitations in the successful implementation of the tagged
based marketing which we have discussed above, due to this we can propose a
future implication. A further study can be carried out in detail by increasing the
samplesizeofusersandtheorganizations.
Furthermorewecanconductanonlinesurveyandcollectdatafrompeoplerelating
todifferentprofessions,age,demographiclocationswhichwouldhelpincollecting
analyzing the data more accurately. The data analysis can also be performed by
differentstatisticalprocesses.Innearfuturegrowthofinternetusersandespecially
socialnetworkuserswillincreaseandeverythingwillbeonsocialnetworks.Sowe
can conduct another survey to identify the user views on removing the
heterogeneity of the social networks which will be helpful for recruitment,
surveillance,Medicalorlawandinformantagenciessystems.Furthermoreatool
could be developed that could integrate the Facebook application to generate
statisticalresultsfortheorganizations.
51
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52
QUESTIONNAIRE FOR USERS
QUESTIONNAIRE FOR COMPANIES
SURVEY SPREADSHEET
Your Name, please ?
Your Age ?
Gender ?
Before purchasing a product which medium would you prefer the

most for products review?
ZubinSurani
HimanshuPanchal
AshokLulla
AyushSharma
HiteshR
Vrunda
pradeep
Judie
Aniket
DeepankarChoudhary
ShubhankarDuttaGupta
miteshtilokani
PratibhaDuttaGupta
JosephSylvester
Prakash.N
DarrellDsouza
DhavalV.Bhoraniya
Ayaan
SharnamR
HetalDodia
PratikPatel
TejendrasinhChauhan
Jinesh
NisthaBhatt
JashwanthD.R
Anandnair
karnvyas
kevalsuthar
Karan
KevalParmar
Bhavikdave
pooja
MaulinChangawala
vinitdave
Bhargavi
15-25
25-35
Above45
25-35
15-25
15-25
25-35
15-25
15-25
15-25
35-45
25-35
25-35
25-35
25-35
25-35
15-25
15-25
25-35
15-25
15-25
25-35
25-35
15-25
25-35
25-35
15-25
25-35
25-35
15-25
25-35
15-25
15-25
25-35
25-35
Female
Male
Male
DontPreferToSay
Male
Female
Male
Female
Male
Male
Male
Male
Female
Male
Male
Male
Male
Male
Male
Female
Male
Male
Male
Female
Male
Male
Male
Male
Male
Male
Male
Female
Male
Male
Female
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
Both
For a product to buy, whose feedback will

have greater influential factor?
Are you influenced from

products bought by your
friends? []
Do you notice the Social Ads

displayed on Social Networking
site? []
Friends
Friends
Family
Friends
Friends
Other
Friends
Family
Friends
Friends
Friends
Family
Friends
Friends
Friends
Friends
Friends
Other
Family
Friends
Friends
Family
Likely
Likely
Likely
Always
Never
LessLikely
Likely
Likely
Mostlikely
Never
Likely
Mostlikely
LessLikely
Mostlikely
Likely
LessLikely
Mostlikely
Likely
Always
Likely
Mostlikely
LessLikely
Mostlikely
LessLikely
Mostlikely
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Likely
LessLikely
LessLikely
Likely
Mostlikely
Mostlikely
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Mostlikely
Likely
Mostlikely
Mostlikely
Likely
MostLikely
Never
LessLikely
Likely
LessLikely
MostLikely
Never
Likely
LessLikely
Likely
MostLikely
LessLikely
LessLikely
Likely
Likely
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MostLikely
MostLikely
Likely
MostLikely
Likely
Likely
LessLikely
Likely
Always
LessLikely
LessLikely
LessLikely
Likely
LessLikely
LessLikely
Likely
Do you feel concerned when

organization asks your private
information like email addresses, cell
phone number for products
Likely
Never
Always
Always
Always
LessLikely
Always
MostLikely
Always
Never
MostLikely
Likely
Likely
MostLikely
Never
MostLikely
Likely
Always
MostLikely
LessLikely
Never
Always
Never
LessLikely
Likely
Never
MostLikely
Always
MostLikely
Likely
Always
MostLikely
Likely
Always
Always
Will you allow

Will you allow sharing
For which type of product, tagged based
organizations to use
(revealing) your
marketing on social networking sites
and share your
purchase information on
will be effective?
personal information
social networking
Both
Never
Never
Intangible(cannotbetouched,felt,tastedetc)
Often
Always
Rarely
Never
Both
Rarely
Never
Both
Rarely
Never
None
Depends
Depends
None
Depends
Depends
Depends
Depends
Tangible(canbetouched,felt,tastedetc)
Never
Depends
Never
Never
Depends
Depends
Never
Depends
Rarely
Rarely
Never
Never
Depends
Depends
Rarely
Depends
Both
Often
Depends
Both
Depends
Depends
Both
Depends
Depends
Both
Depends
Depends
None
Always
Always
Never
Never
Both
Often
Often
Both
Never
Never
Often
Depends
Rarely
Never
Both
Never
Never
Both
Depends
Rarely
Depends
Depends
Depends
Depends
Both
Rarely
Depends
Both
Never
Rarely
Both
Depends
Depends
Rarely
Depends
Never
Never
For which one of following

reasons have you generally
un-tagged any activity on
social network?
Igenerallyun-tagthepostifitisntfromanearones
becauseitgiveunwantednotifications.
ItDependsonmyfriendslist
neverdothat.
Will you provide feedback If organizations ask you to

provide feedback of the product for tagging on the social
networking website? []
Often
Never
Always
Always
Rarely
Always
Rarely
Often
Often
Rarely
Always
Always
Often
Rarely
Often
Rarely
Do you (Or would you) allow your

social network friends to view
your purchase information via
tagging? []
Rarely
Always
Never
Rarely
Rarely
Rarely
Rarely
Never
Often
Often
Never
Often
Never
Often
Rarely
Often
Never
Often
Never
Rarely
Do you recommend
organizations to use tagged
based marketing on social
networks? []
No
No
No
Yes
No
No
No
Yes
Don'tKnow
Don'tKnow
Yes
Yes
Don'tKnow
Yes
Yes
Don'tKnow
No
Don'tKnow
Yes
Yes
Don'tKnow
No
Don'tKnow
No
Yes
No
Yes
Yes
No
Yes
Don'tKnow
Don'tKnow
No
No
No
If tagged based marketing is

implemented then will it be
more beneficial than other
internet marketing strategies
No
Don'tKnow
Don'tKnow
Yes
No
No
Don'tKnow
No
Don'tKnow
Don'tKnow
Yes
Yes
Don'tKnow
Yes
Yes
No
Don'tKnow
Don'tKnow
Yes
Yes
Yes
Don'tKnow
No
Don'tKnow
Yes
No
Yes
Yes
Don'tKnow
Don'tKnow
Don'tKnow
Yes
Don'tKnow
No
No
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isimplydon'tlikeit.:p
becauseIdon'tlikethepost
unnecessarydisturbance
Againkindofdependsontheactivityiambeentaggedfor.
privacy
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Never
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dilkhush
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monika
rohit
RiteshDas
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MeghaThakkar
15-25
15-25
15-25
15-25
15-25
15-25
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15-25
15-25
15-25
15-25
15-25
15-25
15-25
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becausemostlytheyareuseless.
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noIneveruntagg.Itdoesnotbithersme
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15-25
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becauseofintrovertpersonality
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CI - An Empirical Analysis To Determine The Impact of Social Networking To Influence Marketing Through Product Reviews

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CI - An Empirical Analysis To Determine The Impact of Social Networking To Influence Marketing Through Product Reviews

Transféré par

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Contemporary Issues Project Report on

An Empirical Analysis To Determine

M. S. PATEL INSTITUTE OF MANAGEMENT

THE MAHARAJ SAYAJIRAO UNIVERSITY OF

I hereby declare that my Contemporary Issue Project Report entitled An Empirical

I would like to thank the faculties at Faculty of Management Studies, Baroda

Working on this project has surely added value to my understanding of digital

Duttagupta Abhishek Shanker.

An Empirical Analysis To Determine The

CHAPTER 3 THE PLATFORM IN OUR STUDY...........................................................................................

Why Facebook? ............................................................................................................................... 8

Why Facebook For Product Marketing.................................................................................... 9

Why Tagged Based Marketing? ....................................................................................................... 10

CHAPTER 4 RESEARCH METHODOLOGY...................................................................................... 13

Survey For User................................................................................................................................ 14

Survey For Organization.................................................................................................................... 14

CHAPTER 5 FINDINGS AND ANALYSIS.............................................................................................. 15

Tagged Based Marketing Opportunities.......................................................................................... 47

Tagged Based Marketing Risks......................................................................................................... 49

CHAPTER 7 FUTURE IMPLICATIONS................................................................................................ 51

The organization of this paper is as firstly literature review is done. Section 3

Facebookevents is the applicationmostly used by organization to promote their

The responseswegotfor theabovequestionwasthat,45%usersi.e.53people

Out of the 20 companies surveyed, 16 respondents voted that their companies

Outof20organizationssurveyed, 85%i.e. 17companiesoverallfeelthattagged

Out of 20 organizations surveyed, 73% of the organizations believed that sales

The reason of asking this question from organizations to know as to whether

Out of 20 organizations surveyed, 34% organizations maintained that Privacy

Out of 20 organizations surveyed, 40% organizations felt that Tagged Based

Tagged based marketing is supported by majority of organization and large

Internally, strategists should examine business process and ongoing communitybuildingactivitiestoidentifyanypossibleapplicationscenariosthatcanbeusedto

Information Management: Folksonomy efforts could result in taxonomies

Organizational development: Tracking tags and bookmarks over time can

Nonetheless, GottaandOKellyagonizethat, networksthatthrivewhenthey are

intensity of their participation might be represented by their contributions (e.g.

[12] N. B. Ellison, Social Network Sites and Society,

[14] S. Han, Do Friends Influence Purchases in a Social

[4] P. W. Handayani, Impact Analysis on Free Online

[5] C. Venezia, Seeking New Social Networking Models,

QUESTIONNAIRE FOR USERS

QUESTIONNAIRE FOR COMPANIES

Your Name, please ?

Before purchasing a product which medium would you prefer the

For a product to buy, whose feedback will

Are you influenced from

Do you notice the Social Ads

Do you feel concerned when

Will you allow

For which one of following

Will you provide feedback If organizations ask you to

Do you (Or would you) allow your

If tagged based marketing is

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