CONSUMERS’ ATTITUDE TOWARDS BRANDS WHICH ARE MARKETING THROUGH

SOCIAL NETWORKING

EXECUTIVE SUMMARY

• The study is focused on finding out the role of social media in brand involvement and brand commitment through the consumers attitude .

• The study is descriptive in nature and details collected from 100 respondents.

• Results indicated a significant role of social media on public relation, brand involvement and brand commitment.

THEORETICAL FRAMEWORK

• Today’s youth is one of the market’s most powerful consumer groups. Young people are nowadays pro gressively able to affect the purchase and decision making of others (Loudon and Bitta, 1983; Zollo, 1995)

• The youth market can be seen as an indicator of social change in terms of their impact on society and surrounding culture (Widdicombe and Woffitt, 1995)

Nowadays technology is constantly changing, and when your brand is a part of the social networks it is obvious that it be able to change with it. Social networks have become an increasingly important part of the online experience and are used daily by millions of people

Research Methodology

• ObjectivesTo know the preference of people towards SNS marketing. To investigate the effect of Social Media on the

buying behavior of a consumer. To find out the relationship between brand image

and consumer purchasing behavior and Their commitment with the brand. To determine the factors behind the brand loyalty

Research Design• Primary Source

• Market Survey Among The Target Population

• Secondary Source• Websites, Journals, Books etc

Survey Statistics• Sampling unit: all individuals

between 18 years to 35 years in India.

• Sample size: 70 respondents • Sampling method: non-

probabilistic convenience sampling

Preview Of Survey Outcomes

• Report_20_09_2012.xlsx

Analysis and Findings

Usage

• 100% are on itExpo

sure

• 49% more than 5-12 Hours per week

• 65 % with medium to High exposure

Available @

• Facebook

• Google

• Linkedin

• About 70% respondents believe so

My Brands reflects my personality

• A staggering 73% people agree

Brands are Befriending with me on Social network

• 53% respondents Agree

My Brand Image=My Image

• 52% communicate with their brands online

What’s new today in my Brand Page?

• About 43% feels being brainwashed, 30% clueless

Brainwashed ?? Who me??

• 46% are okay with that, 27% uncertain

My associations with brands being monitored. Who cares?

• 44% are skeptic about it

Organizations can mislead me in future.

The Perception

Easy To Reach -69%

positive respondent

s

Better Promotion

- 67% Positive

Easy Public Data/Servic

e-55% positiveWhy Social

Media?

Conclusion

• In this paper the Impact of social media on consumer buying behavior and brand commitment has been studied.

• This study was done through questionnaire which include different variables like Social Media, Public Relation, Brand Involvement, Buying Behavior and Brand commitment were taken.

• It is found that social media has a strong impact on Public Relation, Brand Involvement, Buying Behavior and Brand commitment.

Beneficiaries 1. Marketers 2. Students who are going to do research on SNS marketing

Limitations • One of the main restrictions of the research is time limitation. The less time was. So it was not possible to objectively analyze the various factors .• It was also found difficulty to interact with people because they were not willing to fill questionnaires.

YouThank