Summer Training Report Submitted Towards the Partial

Fulfilment
Of
Bachelor of Commerce (Hons.)

Social Media as an effective tool and channel for

Marketing Communications

Submitted By
Anshul Walia
Enrollment No.-11720688814 Batch:2014-17
Internal Guide
External Guide:
Name:
Name:
Designation:
Designation:

Trinity Institute Of Professional Studies Affilated to

GGSIPU

DECLARATION

I hereby declare that the following documented project

report titled Social Media as an effective tool and
channel for marketing Communication is an
original and authentic work done by me for the partial
fulfillment of Bachelors of Commerce (Hons.) degree
program at Olygo Sports and Fitness Private
Limited

I Hereby certify that all the Endeavour put in the

fulfillment of the task are genuine and original to the
best of my knowledge and I have not submitted it
earlier elsewhere.

Anshul Walia
B.Com(Hons.) 1st Shift
Enroll no.-11720688814

Certificate
TO WHOM SO EVER IT MAY
CONCERN
This is to certify that the project work
Social Media as an effective tool and
Channel for Marketing Communication
made by Anshul Walia of B. Com(Hons.),
11720688814 is an authentic work carried
out by her under guidance and supervision
of

The Project report submitted has been found

satisfactory for the Partial Fulfilment of the
degree of Bachelor of Commerce (Hons.)

Acknowledgement
It is in particular that I am acknowledging my
sincere feeling towards my mentors who
graciously gave me their time and expertise.
They have provided me with the valuable
guidance, sustained efforts and friendly
approach. It would have been difficult to achieve
the results in such a short span of time without
their help.
I deem it my duty to record my gratitude towards
the External Project Supervisor and Internal
Project supervisor.
Who devoted her precious time to interact, guide
and gave me the right approach to accomplish

the task and also helped me to enhance my

knowledge and understanding of the project.

Anshul Walia
11720688814
B. Com (Hons.)
5th Semester, 1st Shift
S.N
o.
A)

B)

Particulars
Chapter 1
1)
2)

Introduction
About the Company

Chapter 2(Research Objective and

Methodology)
1)
2)
3)
4)
5)
6)

Research objective of Study

Research Methodology
Research Design
Sources of Data Collection
Sampling Design
Questioner Design

Pg
no.

Chapter -1
1) Introduction

2) About
company

the

Introduction
Social media marketing is the use of
social media platforms to promote a
product or service. Most of these social
platforms have their own built in
analytics, where companies can track
the progress, success and engagement

of ad campaigns. Companies address

several stakeholders through social
media marketing including customers,
employees, journalists, bloggers, and
the general public. On a strategic level,
social media marketing includes the
management of the implementation,
governance, scope and the
establishment of a firms desired social
media culture. This requires marketers
to incorporate user generated content

Social Networking
Websites
Social Networking websites allow individuals
and businesses to interact with one another
and build relationships and communities

online. When companies join these social

channels, consumers can interact with them
directly. That interaction can be more
personal to users than traditional methods
of outbound marketing and advertising.
Social networking sites act as word of mouth
or more accurately, E-word of mouth. The
internets ability to reach billions across the
globe has given online word of mouth a
powerful voice and far reach. The ability to
rapidly change buying patterns and product
or service acquisition and activity to a
growing number of consumers is defined as
an influence network. Social networking
sites and blogs allow followers to retweet or
repost comments made by others about a
product being promoted, which occurs quite
frequently on some social media sites. By
repeating the message, the users
connection is able to see the message,
therefore reaching more people. Because
the information about the product is being
put out there and is getting repeated, more
traffic is brought to the product/company.
To integrate social networks into their
marketing strategies, companies have to

develop a marketing model. In a marketing

model based on social networks is provided.
The model includes following steps.
1)
Selection of the potential social
network to use;
2)
Setting out a financial plan
(regarding hiring social media brand
managers or consultants)
3)
Designing or modifying
organizational structures to manage the
social network in the companys market
4)
Selection of target market
5)
Selection of products, services,
brands, or company messages which will
be promoted.
6)
Performance measures for the social
media strategy such as evaluation, data
analytics, etc.

8 Essential Elements
of a Social Media
Marketing Strategy
#1: Identify Business Goals
Look closely at your companys overall needs and decide how
you want to use social media to contribute to reaching them.

#2: Set Marketing Objectives

You can determine your objectives with the S-M-A-R-T approach:
Make your objectives specific, measurable, achievable, relevant
and time-bound.

#3: Identify Ideal Customers

When you know your target audiences age, occupation,
income, interests, pains, problems, obstacles, habits, likes,
dislikes, motivations and objections, then its easier and
cheaper to target them on social or any other media .

#4: Research Competition

Start by compiling a list of at least 3-5 main competitors.
Search which social networks theyre using and analyse their
content strategy. Look at their number of fans or followers,
posting frequency and time of day.

#5: Choose Channels and Tactics

Many businesses create accounts on every popular social
network without researching which platform will bring the most
return. You can avoid wasting your time in the wrong place by
using the information from your buyer personas to determine
which platform is best for you.

#6: Create a Content Strategy

Content and social media have a symbiotic relationship:
Without great content social media is meaningless and without
social media nobody will know about your content. Use them
together to reach and convert your prospects

#7: Allocate Budget and Resources

According to recent data from Google, 30% of respondents say
that social media has its own new and distinct budget. Of those
respondents, 8.7% say their social media budget is pulled from
traditional marketing media (i.e., TV, print and radio).

I found it interesting that 2/3 of respondents say they plan to

increase their social media budget during the upcoming cycle.

#8: Assign Roles

Knowing whos responsible for what increases productivity and
avoids confusion and overlapping efforts. Things may be a bit
messy in the beginning, but with time team members will know
their roles and what daily tasks theyre responsible for.

5 Innovative Social Media

Devices
Social Networking sites

Today, all media is social media. You no longer simply watch a

TV show, read the news, go to the movies or listen to a song.
You tweet about the unrealistic plot twist of the TV show. You
share a link to the news article with your Facebook friends. You
edit together your own sarcastic movie trailer and post it on
YouTube. And you share your music playlist through Spotify. Its
no great secret that we are no longer just "consumers" of
content, but commentators, sharers, creators and re-mixers.
Gadget-makers recognize this trend and are creating devices
that have social aspects built into their digital DNA.

Streaming Set-Top Boxes

Instant streaming video is one of the fastest-growing forms of

online content and has tremendous potential to integrate with
social media. Through subscription services like Netflix, Amazon
Prime, Hulu Plus, Crackle and HBO GO, consumers can stream
their favourite movies and TV shows on their favourite device
with a click of a button
Gadget-makers are quickly jumping on this trend. The most
exciting devices are a new generation of set-top boxes that
stream high-definition video from the Internet directly onto your
TV. Devices like Roku, Boxee, Apple TV and Google TV connect
to the Internet via WiFi and to your TV via a HDMI cable. The
devices are loaded with Web apps to instantly stream video,
music and photo content from sites like Netflix, Vudu, YouTube,
Pandora, Spotify, and Flikr.

Gaming Consoles

"Social gaming" is one of the hottest online industries.

Companies like Zynga, which had a breakout hit with Farmville,
have proven that gamers want to share their high scores and
challenge friends via social networks. When Microsoft launched
Xbox Live in 2002, it revolutionized the idea of interactive
gaming [source: Hatfield]. Not only could you play with other
gamers around the globe, but you could talk trash using voice
and chat.
Today, all gaming consoles come with Internet connectivity and
the power to interact with a large community of gamers
worldwide. WiiU, the latest gaming console from Nintendo, is
proof of the gaming industry's commitment to making the
game console the all-in-one portal for both entertainment and
social interaction.

Digital Cameras

In a September 2012 blog post, Mike Elgan of Computerworld

wrote about the "rise of the social picture gadget." He cited the
explosion of Pinterest which is driven almost entirely by
images as only one example of how pictures are the most
social media of all. Further proof of the primacy of pictures is
Facebook's purchase of photo-sharing app Instagram for $1
billion [source: Elgan]. A picture, after all, is worth 1,000 words,
which is a lot more generous than Twitter's 140 characters.

Consumers crave gadgets that allow them to take high-quality

pictures and instantly share them via their favourite social
media networks. Smartphones are wonderful for this. The
iPhone 5 comes with a built-in 8 megapixels still camera, and
pictures can quickly be edited and posted on countless social
networks.

Tablets

When Nielsen polled American consumers in July 2011,

only 3 percent used a tablet device to access social media.
By just a year later, that number had jumped to 16
percent [source: Nielsen].
Tablet users have a different relationship with their device
than smartphone users, and this relationship affects the
way they use social media. Tablets are larger and bulkier
than smartphones, which makes them less inherently
"mobile" than devices that easily fit in your pocket. Also,
more than half of all iPads sold worldwide are WiFi only,
which means most iPad users can only access social
media when they are within range of an available WiFi
network [source: Elmer-DeWitt]. These constraints mean
that tablet users are more likely than smartphone users to
access social media primarily at home.

Smartphones

Smartphones and social media

were made for one another. Most people use their smartphones
as a "gap filler," a way to kill a few minutes of time on the
subway, in line for coffee, and even yes in the bathroom
[source: Krawczyk]. (More than a third of social media users
ages 18-24 access their favorite sites in the john [source:
Nielsen].)

Social media networks serve much the same purpose, providing

a quick jolt of information, entertainment and social connection
via popular networks like Facebook, Twitter, and Pinterest. The
fact that we can now access social media virtually anywhere

through native smartphone apps and mobile Web has been a

boon for both the gadgets and the social networks we love.

About the
company

Olygo Sports And Fitness Pvt. Ltd.

Olygo Sports and Fitness Private Limited is an Unlisted
Private company incorporated on 26 November, 2015.
Its registered office is at SHOP NO. 301 AND 314,
VARDHMAN SUNDAR PLAZA, PLOT NO. 12, SECTOR-12,
DWARKA, NEW DELHI, Delhi and paid-up capital is INR
10.0 lacs. Details of its last annual general meeting are
not available. The company has 3 directors/Key
management personnel.
CIN
U70102DL2015PTC2
87822

AUTHORISED
CAPITAL
INR 10.0 Lacs
TYPE
Unlisted Private
Company

INCORPORATI
ON DATE /
AGE
26 November,
2015 / 1 yrs
PAIDUP
CAPITAL
INR 10.0 Lacs
CATEGORY
Company
limited by
shares

LAST
REPORTED
AGM DATE
Not Available
INDUSTRY
Sports and
fitness
SUBCATEGO
RY
Indian NonGovernment
Company

Directors
Name

DIN/PA
N

Designa
tion

Vishal
Thapa

052328
51

Director

Sudipta
Kumar
Vishwa
s
Kumar
Shubha
m

064690
76

Director

073433
34

Director

Date of
Appointm
ent
26
November
2015
26
November
2015
26
November
2015

Some Lines by Company

Olygo was conceived with the goal of bringing
about a positive difference in the lives of people
by getting them involved in sports and fitness.
We at Olygo aim to spread the word about
enhancing quality of life of our countrymen and
women by helping them invest in themselves. We
understand that the best way of doing so is to
provide a wide range of products and world class
services to choose from. We realize that many of
us have become more health conscious and
some have also started working towards their
health goals. Having said that, in the sports and
fitness domain, people are still grappling with

finding the right mix of products and services at

the right place and at the right price. We
endeavor to address this challenge, provide
solutions and help bring about a revolution in this
sector in our own way.

Web Page of Company

WWW.olygo.in
Description
1)Olygo Sports Provides facilities in almost every
sports like
Go
Academ
y
Cricket

Go
Adventur
e

Go
Coach

Paraglidin Cricket

Go
Umpires/Ref
erees
Cricket

Lawn
tennis
Football

g
Bungee

Tennis

Football

Skating

Basketball

Jumping

Rock
Climbing

Skating

Hiking

Swimmin Rafting
g
Hockey
More

Martial
Tennis
Arts
Basketbal Badminton
l
More
Hockey

Chapter 2 (Research
Objective and
Methodology)
1) Research
objective of Study
2) Research
Methodology
3) Research Design

4) Sources of Data
Collection
5) Sampling Design
6) Questioner
Design

Research
Objective of
Study
According to an Awareness Inc. survey of
469 marketers, the top marketing goals for
social media include:

Increasing customer engagement

(78%)
Generating more revenue (51%)
Improving the customer experience
(47%)
Positioning the company as a thought
leader (41%)
1) Customer engagement requires that you
participate by actively listening to what people are
saying about your brand on social sites and then
responding in ways that prove you value
conversation with prospects and customers. It is
not merely pushing out standard marketing
information.
2) Revenue generation could be one of your
objectives, but in many cases social media will
provide leads, but not necessarily direct sales. One
way to view social media is as an extensive public
relations initiative, which usually doesnt lead to
direct sales.
3) Improving the customer experience means
providing support. By monitoring social media
comments, you can quickly respond to support
issues or problems with your products and
services. This demonstrates that you care about
the customer experience and maintaining a high
quality of service and support.
4) Thought leadership can position your business
not only as a provider of goods and services, but
as a recognized authority in your industry
demonstrating that your company and key

executives can offer unique insights customers and

prospects wont find anywhere else.
Whatever objectives we adopt, be sure they
conform to the SMART framework. SMART
stands for Specific, Measurable, Achievable,
Realistic and Timedand represents a
valuable approach to setting objectives:
Specific-Goals such as increase ROI are too
general. Set specific objectives such as
increase ROI by 15%.-

Alternatively, you can measure based on the cost

breakdown to gauge the ROI through the sales funnel:

Cost per impression

Cost per click
Cost per engagement
Cost per lead
Cost per sale
Measurable- You cant determine whether
your goals have been met unless you have a
way to evaluate your performance and
improvement against baseline measures.
Achievable- Its highly unlikely that youll be
able to meet unreasonable objectives. You
probably cant, for example, expect to
increase sales by 300% within 30 days, so be
sure to set goals that are reasonably
achievable.
Realistic- Social media will require that you
dedicate a significant amount of your teams
time to deploy your plan. If you dont have the
resources available to meet your goals, its
highly unlikely youll achieve them.
Timed- Your objectives should be set against
a reasonable timetable. If theres no tangible
timeline for initiating your social media plan,
you will likely face delays and that could make
it difficult, if not impossible, to meet your
objectives.

Research
Methodology
Description and justification of methods
There are two general types of the research
approaches
1)Scientific approach
2)Ethnographic approach
According to Maylor and Blackmon (2005) the
scientific (or objective) approach is more
concerned with understanding the general
patterns of peoples, organizations and social
systems behaviour as an opposite to
ethnographic (subjective) approach which is
analysing practices more than theories in greater
depth and more at individual level.
Moreover, the scientific studies are based on
deductive logic and focused on testing theories
and then arriving to the new knowledge
rather than creating the knowledge in the
process of the research (inductive).
This research can be considered as a theory-led
scientific study, since the main objective of
this research is to verify a set of theories
that describe what is changing in the
marketing communications environment and

analyse consumers behaviour according to these

hypotheses.
It could be viewed as knowledge verifying study
and an extension of similar researches done in the
USA & UK market. Even though it is considered to
be scientific research there are some appearances
of ethnographic inductive logic.

The quantitative research strategies are used to

count and measure the data in order to
answer the questions what, where,
how, how many: and how much as an
opposition to qualitative research questions why
and how.
There is a debate going on whether qualitative or
quantitative research is better, but according to
Maylor and Blackmon (2005) both qualitative and
quantitative research have their advantages and
disadvantages and are used for different purposes.
The success of the quantitative study is based on
the validity of the data and statistical significance
of the results that could be generalized. Therefore,
appropriate data had to be collected and
processed.
According to Maylor and Blackmon (2005) a
suitable way to verify the research
hypotheses and capture opinions,
behaviours, attitudes and facts is doing a
survey.

 Therefore, Chief marketing Officers (CMOs) from 50

organizations were surveyed in the domain of
consumer marketing - both Indian & Multinational
to understand their views on various aspects of
social media marketing.
Among other things, the survey sought to
understand how the priority accorded to social
media might change in the near future. The survey
was
undertaken
through
a
structured
questionnaire,
complemented
with
select
interviews. To gain credible and authentic insights,
the survey sample was restricted to top
management of respondent companies.

As a result, according to sample size and time

frame the self-administrated online questionnaire
method was chosen for conducting the survey. In
the short time frame it is considered to be one of
the best tools to gather large amounts of valid
data.

Research
Design
Research Procedure
In the main tasks and the time frame (days)
assigned for them.
Figure: The activities list order to guarantee successful
implementation of the research project the Gantts
Chart was drawn to identify of the project

Studying and Personal experience

Desk

study

(Secondary data
analysis)
Prime literature
review

In-depth literature review

Writing
Designing

the

Questionnaire
Pilot Survey

Survey
Analyzing the
data

and

presenting
the findings
April

May

June

July

The above Figure shows Research procedure in

Gantt`s chart.

Types of Research Design

Historical Research Design - The purpose
is to collect, verify, synthesize evidence to
establish facts that defend or refute your
hypothesis. It uses primary sources,
secondary sources, and lots of qualitative
data sources such as logs, diaries, official
records, reports, etc. The limitation is that
the sources must be both authentic and
valid.
Case and Field Research Design - Also
called ethnographic research, it uses direct

observation to give a complete snapshot of a

case that is being studied. It is useful when
not much is known about a phenomenon.
Uses few subjects.
Descriptive or Survey Research Design It attempts to describe and explain conditions
of the present by using many subjects and
questionnaires to fully describe a
phenomenon. Survey research design /survey
methodology is one of the most popular for
dissertation research. There are many
advantages.
Correlational or Prospective Research
Design - It attempts to explore relationships
to make predictions. It uses one set of
subjects with two or more variables for each.
Causal Comparative or Ex Post Facto
Research Design - This research design attempts
to explore cause and affect relationships where
causes already exist and cannot be manipulated. It
uses what already exists and looks backward to
explain why.
Developmental or Time Series Research
Design - Data are collected at certain points in
time going forward. There is an emphasis on time
patterns and longitudinal growth or change.
Experimental Research Design - This design is
most appropriate in controlled settings such as
laboratories.
The
design
assumes
random

assignment of subjects and random assignment to

groups (E and C). It attempts to explore cause and
affect relationships where causes can be
manipulated to produce different kinds of effects.
Because of the requirement of random assignment,
this design can be difficult to execute in the real
world (non laboratory) setting.
Quasi Experimental Research Design - This
research design approximates the experimental
design but does not have a control group. There is
more error possible in the results.

Sources
of
Data
Collection (Primary and
Secondary)
There are two types of data: primary data collected
in the process of the study by the researcher; and
secondary data which have been already
collected and analysed by others (Ghauri et al,

1991). Both sources of data should be used to

achieve efficiency and effective research objective.
The secondary data provides an ability to save
time and money, therefore it has to be analyses
first before the collection of the new material.
The primary data have to be collected as well, as
the secondary data may not always provide the
needed answer to all research questions (Ghauri,
1991). In order to answer the research questions,
the primary and secondary data were used in this
study.
First of all, to discuss the reasoning behind the
hypothesis literature review was performed which
analysed secondary data. The data was collected from
various academics and practitioners sources
Because of the scarcity of data in the academic
literature some of the most valuable information was
gained through the community of marketing bloggers
and research reports by individual companies. The
academic articles and research papers, books,
published case studies, academic and industrial
magazines or solitary articles where used to generate a
broader view on the subject.
In order to answer the main research question and to
test the hypothesis proposed in the introduction the
primary data was collected through the web survey
(self-administrated questionnaire were used). It enabled

researcher to apply statistical analysis methods for the

study.
Proper view on Primary Data and Secondary Data
Primary Data- An advantage of using primary
data is that researchers are collecting information
for the specific purposes of their study. In essence,
the questions the researchers ask are tailored to
elicit the data that will help them with their study.
Researchers collect the data themselves, using
surveys, interviews and direct observations.
In the field of workplace health research, for
example, direct observations may involve a
researcher watching people at work. The
researcher could count and code the number of
times she sees practices or behaviours relevant to
her intereste.g. instances of improper lifting
posture or the number of hostile or disrespectful
interactions workers engage in with clients and
customers over a period of time.
Secondary Data- There are several types of
secondary data. They can include information from
the national population census and other
government information collected by Statistics
Canada. One type of secondary data thats used
increasingly is administrative data. This term refers
to data that is collected routinely as part of the
day-to-day
operations
of
an
organization,
institution or agency. There are any number of
examples: motor vehicle registrations, hospital
intake
and
discharge
records,
workers
compensation claims records, and more.

Compared to primary data, secondary data tends

to be readily available and inexpensive to obtain.
In addition, administrative data tends to have large
samples,
because
the
data
collection
is
comprehensive
and
routine.
Whats
more,
administrative data (and many types of secondary
data) are collected over a long period. That allows
researchers to detect change over time.

Sampling Design

Profile of industry
Correspondent
BY OWNERSHIP
Joint Ventures
40%

20%

MNC`s
Indian

40%

BY INDUSTRY
Insurance
Automotive
7%15%
6%
32% Airlines/
7% 11%
Hospitability
11% 11%

FMCG

Banking

Telecom

Travel & Tourism

Other

Target Population and Sampling Design

According to Maylor and Blackmon (2005) the
choice of the sample and correct sampling
methods are one of the key factors in gathering
valid and measurable data for the research.
Malhotra (2003) suggests the five steps for
sampling design:

define the target population,

determine the sampling frame,
select the sampling frame,

Determine the sample size

Execute the sampling process

The
target
population
was
chosen
considering the objectives of this research.
As a result, only the people who have ever
used
Social
Media
properties
were
considered as possible
respondents.Moreover, due to limited data about
the total number of social media users in the India,
and short time frame and the budget, only the
online available were considered for the research.
The
biggest
social
networking
website
Facebook.com which represents almost all Web 2.0
features in one site was chosen to do the research.
It created the sample frame as Facebook does not
represent all social media users in the India, even
though,
according
to
the
Hitwise
(2008)
Facebook.com is the first most visited website in
the world and as there are no better alternatives it
can be taken as a yardstick of social media users
for this research.
According to Maylor and Blackmon (2005) if there
is an accurate sampling frame and the probability
sampling methods are employed there is a better
chance to reduce the sampling error. Therefore,
probability simple random sampling method was
applied in this study. Since each research is
distinctive, sample size can be subject to each
study unique population, data collection tool and
objectives (Malhotra and Birks, 2003). In order to

represent the target population (Web 2.0 Citizens)

sample size of 100 respondents was chosen.
The Pilot Study
In order to conduct reliable and valid research the
Pilot study has to be performed before the actual
research. According to Malhotra and Birks (2003)
the completion of the pilot study will lead to the
identification of problems that are likely to arise
with the questionnaire.
Moreover, Veal (1997) suggests that the purpose of
pilot survey is to check the following problems:
1. Questionnaire wording
2. Questionnaire sequencing
3. Questionnaire layout
4. Familiarity with respondents
5. Test fieldwork
6. Train and test fieldworks
7. Estimate response rate
8. Estimate interview e.g. Time
9. Test analysis procedure
Reliability and Validity
As the questionnaire is a highly structured data
collection tools, limiting the powers of the
researcher, the design of questionnaire should
include three characteristics (Bhojanna, 2007):
1. Validity: validity is the most critical criterion
and indicates the degree to which an instrument
measures what it is supposed to measure. Validity
can also be thought of as utility.

2. Reliability: reliability means, measuring

instrument should provide consistent results, even
if it is measured repeatedly.
3. Practicality: measuring instrument must be
economical and easy to use by the researcher. That
means, researcher must be able to measure what
he intends to measure.
ANOVA analysis was used as the main tools to test
hypothesis. According to Maylor and Blackmon
(2005) this type of analysis guarantees the
reliability and practicality. 5 % of reliability
coefficient was used to test the data for single and
two factor analyses. The P and F values were used
as the main determinants of the significance of the
data.

The
Design

Questioner

According Easterby-Smith (1991) within the short time

frame and limited resources a self- administrated
questionnaire is the most appropriate method to collect
data for research.
Maylor and Blackmon (2005) suggest that in order to
gather appropriate data with a questionnaire, the
design and planning are the vital parts. In order to
produce a reliable questionnaire and minimize biases in
the research, the designer has to consider three areas
main issues (Sekaran, 2003):
-

the wording of the questions,

the appropriate categorization of variables and

the general appearance of the questionnaire

Therefore, the wording of the questionnaire was

constructed considering the similar consumer surveys

in the Asian markets (Cone, 2008, Technorati, 2008,

Razorfish, 2008, Forecaster, 2008). The simple
commonly used expressions and terms were used in
order not to confuse respondents. The general
appearance of the questionnaire was selected from predesigned themes for thesis type surveys suggested by
the web portal providing the surveying services
(Surveygizmo.com)

In this research,
developed.

two

Questionnaires

were

The Questionnaire-I consisted of 4 sections.

The questions in the first section (Q 1-3) were designed
to gather general socio-demographic data about the
respondents. The second section (4-7) of the
questionnaire was determined to define the general
consumers profile in the India. The third section of the
questionnaire (Q 8-15) was designed to test the
Consumer - Web 2.0 applications - Company
relationship.
The Questionnaire-II considered of sections.
Section one consists of background information (Q1-2).
The question in the second (Q 3-5) & third section (Q 68) explores the potential of social media and its extent
of use respectively.
The fourth section (Q 9-15) of the Questionnaire
compares expectations and results whereas the fifth
section (Q 16-18) evaluates the influence of new social
media w.r.t Traditional

medias. In order to gather necessary data different

types of questions were chosen. The closed-ended
question was mostly used in this research in order to
gather defined answers. Even though, in some
questions the combination of closed-ended and openended question were used in order to leave a possibility
for respondents to identify additional concerns.
Moreover, Likert scale questions were used to test
some commonly known statements about the social
media and gather the data about consumers attitudes
and behaviours

QUESTIONNAIRE-I

SECTION-1
SECTION-2
SECTION-3
SOCIO-DEMOGRAPHIC
CONSUMER PROFILE
CONSUMER RELATIONSHIP