A STUDY ON IMPACT OF SOCIAL MEDIA

MARKETING IN BRAND LOYALTY

Submitted to
THE UNIVERSITY OF MADRAS
in partial fulfillment of the requirement
of Post Graduate Degree in

Master of Business Administration

by
FAZIL A
Reg:712200498
(Period: 2022-2024)

Under the Guidance of

(Name of the Guide with Qualification)

Shri. G. Suresh
M.C.A., MBA., DCBM., FDPM(IIMA)
Director

Natesan institute of cooperative management

An Institution of National Council for Cooperative Training (NCCT), New Delhi an
Autonomous Society promoted by Ministry of Agriculture & Farmers’ Welfare, Govt.
of India
(Accredited by C-PEC (BIRD -LUCKNOW)
2377-A, IV Avenue, Annan agar, Chennai–600040
 VIVA-VOCE CERTIFICATE

This is to certify that Mr. FAZIL A is the student of Natesan Institute of

Cooperative Management, Chennai, the project work entitled A STUDY ON

IMPACT OF SOCIAL MEDIA MARKETING IN BRAND LOYALTY for

the award of the degree of Master of Business Administration by the

University of Madras and submitted to the External Examiner for the Viva-

voce held on (Date of Viva-voce Exam)

Place: Chennai
Date: __________

INTERNAL EXAMINER EXTERNAL

EXAMINER

THE DIRECTOR
NICM
 GUIDE DESK

The Project work report “A STUDY ON IMPACT OF SOCIAL

MEDIA MARKETING IN BRAND LOYALTY ” is carried out under my

direct supervision and guidance by Mr. FAZIL A (712200498), for

the award of degree master of business administration and the report

is purely original work at _(Company name and place) __

Place: Chennai

Date:
Signature of the Guide.

(Name of the Guide, Qualification and Designation)

 DECLARATION BY THE CANDIDATE

I FAZIL A hereby declare that the Project work

report “ A STUDY ON IMPACT OF SOCIAL MEDIA

MARKETING IN BRAND LOYALTY” is based on an original

study conducted by me under the guidance and supervision of an

internal guide Name of the faculty with designation).That has

submitted for the award of, the degree of MASTER OF BUSINESS

ADMINISTRATION for the UNIVERSITY OF MADRAS,

Chennai and this report has not been previously submitted for the

award of any other degree, diploma, fellowship and any other similar

titles.

Signature of the Candidate

Place : Chennai
Date : date of submission
 ACKNOWLEDGEMENT

I have great pleasure to study at the Department of

Management Studies in Natesan Institute of Cooperative Management, Govt. of
India, Chennai, which is having national network in the country. During my
academic period, the institute shaped me as a complete intellectual candidate to
work in the competitive world. Therefore, I would like to express my sincere
regard and gratitude to our beloved

Director Shri. G. Suresh, M.C.A., MBA., DCBM.,

FDPM(IIMA), for giving me an opportunity to conduct a study and take part in
this Project Work Report

I put forward my sincere thanks to Head of the Department,

MBA, Smt.Dr.U.Homiga, for all the support provided related to the Project
Work Report.

I acknowledge my heartfelt thanks to my Project Work guide

(Name of the guide and Qualification for his/her valuable guidance,
suggestions and encouragement from time to time throughout Project Work
Report.

I also like to record with gratitude to the Office staff members,

staff members of Department of Management studies and the Librarian for their
timely assistance.
 CONTENTS

CHAPTE CONTENT PAGE

R NO. NO
I Industry profile
1.1 General Introduction
1.2 Industrial Background
II Research Design
2.1 Review of literature
2.2 Statement of the problem
2.3 Objectives of the study
2.4 Hypothesis of the study
2.5 Sources of data
2.5(a)Primary data
2.5(b)Secondary data
2.6 Sampling plan
2.7 Data collection instruments
2.7(a) Tools and Techniques of
Data Collection
2.7 (b) Statistical Tools for
analyses
2.8 Data processing and analysis plan
2.9 Limitations of the study
III Organization Profile
IV Analysis & Interpretation of the Data
V Summary of Findings, Recommendations
and Conclusion.
Annexure
Bibliography
 LIST OF TABLES

TABLE TITLE OF THE TABLE PAGE NO

NO.
 LIST OF PICTURES

PICTURE NO. TITLE OF THE PICTURE PAGE NO.

 LIST OF BAR DIAGRAMS

DIAGRAM DIAGRAM TITLE PAGE NO.

NO
 LIST OF PIE DIAGRAMS

DIAGRAM DIAGRAM TITLE PAGE NO.

NO
 LIST OF CONE DIAGRAMS

DIAGRAM DIAGRAM TITLE PAGE NO.

NO
 LIST OF ABBREVIATIONS

ABBREVIATIONS EXPLANATION
 EXECUTIV
E
SUMMARY
CHAPTER I
 CHAPTERT 1

INDUSTRY PROFILE

1.1 GENDRAL INTRODUCTION:

Social media marketing is a new marketing approach that almost every business is
implementing in order to communicate with their clients via social media. Social media is
your only choice if you have an idea and want to reach millions of people at a minimal cost.
The music business was the first to embrace social media for marketing purposes. Weinberg
describes social media marketing as "the process of allowing individuals to advertise their
websites, products, or services using online social networks in order to reach a far bigger
audience than would be feasible using traditional techniques. (Bellingham, 2011)"

So, too basic terms, social media marketing is the process by which corporate organizations
use social media websites to create visitors to their official corporate websites. Firms also
utilize social media applications to update prospective purchasers on corporate events, the
debut of a new model or product, and the most recent news about the company. It has linked
social media marketing with marketing strategy, in which businesses must shift from "trying
to sell" to "creating connections" with customers. These social media explanations lead us to
the opposite side of marketing, where building relationships with customers is the key to
increased brand loyalty and repeat purchases (Bellingham, 2011).

Businesses utilize social media as an innovative tool to develop strong public connections
with their customers via virtual networks. Because of the vast number of prospective
customers available on social media, maintaining public relations has become
straightforward. Connecting with clients on social media is also a simple matter of clicking a
few buttons. Customers are more powerful and busy these days; as a result, firms must be
reachable and available when required via online communication channels like Facebook,
Twitter, blogs, and forums. Every business should take use of the benefits of social media
communication platforms (Coon, 2010).
On various forums, video and content sharing sites, and social networks, individuals began to
produce their own articles, which they could share with their friends, other users, and even
the entire globe. Consumer behavior has begun to shift in response to technological
improvements.

As a result, consumers have begun to use social media more frequently, and while doing so,
they have begun to follow brand accounts that will benefit them and where they can share
their ideas, conduct brand or product research, obtain positive or negative opinions about
brands, and receive prompt responses to their requests and needs from brands. Customers are
even shopping on them (Akhtar, 2011).

We live in a visual world, and most people would prefer to watch a movie or look at an image
than read a text. 65 percent of adults, according to polls, learn visually. As a result, visual
material gets 94% more views than text-only pages. Another study found that media
containing visual and video content increases the chance of returning by 64%. Two thirds of
marketers agree that visual assets are vital in brand communication, indicating that they have
adapted to
the visual era. Instagram is a fantastic tool for organizations looking to cultivate loyal
customers and give visual information sought by consumers in this respect. When Instagram,
a visual social network, was launched on the App Store in 2010, it took almost two months to
achieve one million monthly active members (Ahmed, M.A., Zaid, Z., 2014).

In a year, Twitter and Foursquare had the same number of users. This also reflects
Instagram's fast expansion. Some have nicknamed Instagram the "World's Most Powerful
Selling Tool,” dominates the social networking site market. On the other hand, Facebook
users interact with businesses 58 times more than Facebook users and 120 times more than
Twitter users. Instagram is utilized by 53% of young individuals aged 18 to 29 years old.
The return on investment of sharing an Instagram photo of a for-sale product or service
improves by a factor of seven. Instagram is the world's most potent brand environment.
1.2 INDUSTRIAL BACKGROUND:

social media marketing plays a crucial role in establishing and promoting a brand,
engaging with the target audience, and driving business growth. Here are several key aspects
of social media marketing in an industrial setting. This type of marketing is essential for
businesses operating in industries such as manufacturing, construction, energy, and other
related fields. Social media marketing plays a crucial role in establishing and promoting a
brand, engaging with the target audience, and driving business growth. Here are several key
aspects of social media marketing in an industrial setting. The field of social media marketing
(SMM) is a fast-paced, dynamic one that centers on utilizing social media platforms to
advertise goods, services, and brands. It is now a crucial component of all firms' digital
marketing efforts. The following are some salient features of the social media marketing
sector.

Social media marketing dimension

 The five components of social media marketing are all aimed at attracting more
customers or driving traffic to business websites. A number of factors are included in
social media marketing, such as content production, audience targeting, engagement
tactics, analytics, and platform-specific factors.
 Understanding your target audience, creating engaging content, utilizing platform
algorithms, and refining your strategy through data analysis are typically essential
components of success. In order to effectively market brands or products, one must be
flexible and stay up to date with current trends in this dynamic area.

Virtual Communities & Credibility

 Social media platforms have the potential to assist businesses in creating a community
centered around their offerings. Respondents from the lively community concurred and
suggested dialogue, which might support the expansion of businesses.
 It all comes down to successfully educating the public, establishing our credibility,
emotionally connecting with your target market, inspiring clients, and cultivating a
devoted clientele. All businesses, regardless of size, may utilize social media to connect
with their target market, engage in direct communication, and build trust by listening to
what they have to say.
Social Media Marketing and Brand Loyalty

Marketing on social media SMM refers to strategies of direct and indirect marketing
that employ web resources like social networking, content sharing, and microblogging
to increase customer knowledge, recognition, and recall for a product, person, or
brand. In simple terms, it is a type of online advertising that exploits a society's ethnic
characteristics using social media platforms such as Facebook and YouTube, virtual
networks, and opinion-based websites to reach strategic marketing goals. Customers
may be turned into marketers and advertisers that create, modify, and distribute online
information on products, services, and brands. Direct and indirect marketing strategies
that use web resources such as social networking, content sharing, and microblogging
to raise customer awareness, familiarity, It is an internet advertising approach that
uses social networks Facebook & YouTube, virtual networks, and opinion-oriented
sites to utilize a society's ethnic features in order to achieve strategic marketing goals.

Initially, it appeared that engaging with every single client online and responding to
their expectations would be difficult; hence, brand communities were developed to
assist marketers with this task. A brand community is, in its real definition, an
organized system of social ties manifested by brand loyalists via their like and
following of certain companies.
Conversation in social media marketing

A Twitter account or a Facebook page could be helpful. simultaneously convey a

message regarding a specific issue to all of its followers. Through the dissemination of
pertinent, user-relevant content, social networking sites facilitate greater connections with the
online community. In social media marketing, establishing and preserving a strong online
presence depends heavily on interaction. A sense of community can be fostered by interacting
with your audience through shares, likes, and comments. A timely response to messages and
consideration of comments is a sign of good customer service. Moreover, interactive
advertising and the promotion of user-generated content can increase brand awareness and
loyalty. In a social media situation, the sharing dimension refers to how much data an
individual share, distributes, and gets. In social media marketing, sharing engaging and
relevant content is crucial. Consider your target audience, use visuals, and maintain a
consistent posting schedule. Encourage interaction through comments and shares to enhance
your reach and brand visibility. Analyze data and adapt your strategy based on audience
response.

Brand Visibility & Relationship Building

 Social media platforms provide an avenue for industrial companies to increase their
brand visibility. Regularly sharing updates, industry news, and engaging content helps
in building awareness among the target audience.
 Social media allows industrial companies to connect directly with their audience,
fostering relationships beyond the typical client-supplier dynamic. This engagement
builds trust and loyalty over time.
 Social media allows industrial companies to maintain a consistent brand message
across various channels. Consistency builds trust, and a trusted brand is more likely to
retain loyal customer’s Social media provides insights into competitors' activities and
market trends. By staying informed, industrial brands can adapt their strategies to
remain competitive and retain customer loyalty
History of Social media &Targeted Audience

Through social media, advertisers may target audiences and customers based on the interests
of individual users as well as the preferences of their friends. on a social networking site, if
you add country music to your list of interests, you'll undoubtedly see adverts for concerts
and artists in this genre. By employing "smart" marketing and advertising techniques,
marketers are able to effectively connect with the people who are most interested in their
offers. social networking enables word-of-mouth marketing to reach a wider audience than
traditional advertising.

The way that new media has expanded and given rise to new types of social contact is among
its most noteworthy effects. More than 25% of people's online time is spent communicating,
which is equal to the amount of time people spend online for entertainment and general
leisure. These days, social networking sites are the most visited websites on the Internet
because they are so ubiquitous. New media has clearly changed how frequently people speak
online, but it has also increased the number of people with whom they can connect and
created new avenues for behavior modification.

The way that new media has expanded and given rise to new types of social contact is among
its most noteworthy effects. More than 25% of people's online time is spent communicating,
which is equal to the amount of time people spend online for entertainment and general
leisure. These days, social networking sites are the most visited websites on the Internet
because they are so ubiquitous. New media has clearly changed how frequently people speak
online, but it has also increased the number of people with whom they can connect and
created new avenues for behavior modification.

Businesses are incorporating a range of social media marketing tools, like Instagram, a well-
liked social networking site among millennials, into their digital marketing strategy as the
practice of social media marketing has gained prominence. Businesses and brands are
creating a plethora of marketing tools and allocating significant resources to interact with
their customers on social media in order to cultivate devoted customers and purchase intent.
CHAPTER II
 CHAPTER II

RESEARCH DESIGN

2.1 REVIEW OF LITERATURE:

1. Amit Kumar (2018) Kumar delved into the intricate dynamics of social media marketing
and its profound impact on brand loyalty within the Indian market. His study uniquely
emphasized the role of cultural nuances, recognizing their pivotal influence on consumer
behavior. By exploring these cultural subtleties, Kumar provided a comprehensive
understanding of how social media strategies can be tailored to align with the preferences of
Indian consumers, ultimately shaping sustained brand loyalty in this diverse and dynamic
market.

2. Rita Verme and Sinha Singh (2019) Verme and Singh contributed a comprehensive
analysis that illuminated the strategic importance of social media engagement in fostering
brand loyalty among Indian consumers. Their study provided nuanced insights into the
specific approaches and tactics that prove effective in the Indian context. By acknowledging
and addressing the unique preferences of Indian audiences, Verme and Singh's work
significantly advanced the understanding of how social media marketing can be optimized for
cultivating and sustaining brand loyalty in this diverse and dynamic market.

3. Neha Sharma and Manish Patel (2017) Sharma and Patel's research focused on the
burgeoning field of influencer marketing within India, unravelling its impact on brand
loyalty. With a specific lens on Indian social media influencers, their study provided critical
insights into the dynamics of influence in the Indian market. By examining the interplay
between influencers and brand loyalty, Sharma and Patel contributed valuable knowledge for
marketers navigating the landscape of social media marketing in India.
4. Raj Das and Priyanka Chatterjee (2016) Das and Chatterjee's work centered on the
effectiveness of storytelling within Indian social media campaigns and its correlation with
brand loyalty. Their research delved into the narrative strategies that resonate with Indian
audiences, shedding light on the power of storytelling in cultivating enduring connections. By
acknowledging the cultural and storytelling preferences of the Indian market, Das and
Chatterjee's study offered actionable insights for brands seeking to leverage social media for
enhanced brand loyalty.

5. Siddhartha Mishra and Rishi Jain (2018) Mishra and Jain contributed valuable insights
by examining the impact of customer reviews on Indian social media platforms on shaping
brand loyalty perceptions. Their study provided a nuanced understanding of how user-
generated content influences consumer trust and loyalty in the Indian context.
Acknowledging the significance of online reviews, Mishra and Jain's work offered practical
implications for brands aiming to harness the power of social proof for sustained brand
loyalty in India.

6. Vikram Gupta and Kuna Verme (2019) Gupta and Varma’s research focused on the
relationship between social media contests, giveaways, and brand loyalty, providing a
comprehensive analysis of successful engagement tactics for Indian consumers. Their study
explored the dynamics of promotional activities on social media platforms and their impact
on cultivating enduring brand loyalty. By offering insights into effective contest strategies,
Gupta and Varma’s work proved valuable for marketers aiming to optimize their social media
initiatives for enhanced brand loyalty in the diverse Indian market.

7. Akshay Chaudhary and Raghu Singh (2017) Chaudhary and Singh delved into the
effectiveness of social media advertising strategies in cultivating brand loyalty among Indian
consumers. Their research provided nuanced insights into the unique preferences of Indian
audiences in the realm of social media advertising. By examining the specific strategies that
resonate with Indian consumers, Chaudhary and Singh's work offered actionable
recommendations for brands seeking to craft targeted and impactful social media campaigns
to bolster brand loyalty.
8. Sneha Yadav and Pradeep Reddy (2016) Yadav and Reddy's study focused on the
correlation between customer engagement through social media and sustained brand loyalty,
offering insights into effective strategies within the Indian context. By acknowledging the
dynamics of customer interaction on social media platforms, their research contributed to
understanding the factors that contribute to enduring brand loyalty in the diverse and dynamic
Indian market. Yadav and Reddy's work offered practical implications for brands seeking to
build lasting relationships with Indian consumers through strategic social media engagement.

9. Manish Rai and Anurag Kapoor (2020) Rai and Kapoor delved into the impact of
personalized content strategies on Indian social media platforms and their role in fostering
brand loyalty. Their study provided a nuanced understanding of how tailored content
resonates with Indian audiences, contributing to sustained brand loyalty. By acknowledging
the significance of personalization in social media marketing, Rai and Kapoor's work offered
actionable insights for brands aiming to enhance their strategies and build enduring
connections with consumers in the diverse and dynamic Indian market.

10. Amit Dutta and Meera Sharma (2018) Dutta and Sharma's research investigated the
connection between emotional engagement through social media marketing and brand
loyalty, providing cultural insights for the Indian market. By recognizing the role of
emotional connections in the Indian consumer psyche, their study contributed to
understanding the factors that foster enduring brand loyalty. Dutta and Sharma's work offered
practical implications for brands seeking to leverage emotional resonance in their social
media strategies to build lasting relationships with Indian consumers.

11. Rahul Agarwal and Pooja Khanna (2017) Agarwal and Khanna's study explored the
influence of social media storytelling on brand loyalty and consumer trust, emphasizing the
unique narrative preferences of Indian audiences. By acknowledging the cultural nuances that
shape storytelling in India, their research provided insights into crafting narratives that
resonate with Indian consumers. Agarwal and Khanna's work offered actionable
recommendations for brands seeking to harness the power of storytelling in social media
marketing to build enduring brand loyalty in the diverse Indian market.
12. Shreya Johan and Raghu Verme (2019) Johan and Varma’s research analyzed the
effects of customer satisfaction on Indian social media platforms, exploring its linkage with
brand loyalty in the Indian market. By examining the dynamics of customer satisfaction in
the context of social media interactions, their study contributed to understanding the factors
that contribute to enduring brand loyalty. Johan and Verme’s work offered practical
implications for brands seeking to enhance customer satisfaction through strategic social
media engagement in the diverse and dynamic Indian market.

13. Neha Thakur and Ankit Gupta (2018) Thakur and Gupta investigated the moderating
role of social media platform selection in shaping the relationship between marketing efforts
and brand loyalty within the Indian context. By recognizing the platform-specific dynamics
that influence brand loyalty, their study contributed to understanding the nuanced strategies
required for different social media platforms in India. Thakur and Gupta's work offered
actionable insights for brands seeking to tailor their social media efforts for optimal impact in
the diverse and dynamic Indian market.

14. Paul Shah and Mohit Joshi (2016) Shah and Joshi explored the challenges and
opportunities of social media marketing for building brand loyalty among Indian consumers.
Their research provided a comprehensive analysis of the unique challenges that brands face
in the Indian social media landscape and offered strategic recommendations for overcoming
these challenges. Shah and Joshi's work contributed to understanding the intricacies of social
media marketing in India and its implications for sustained brand loyalty.

15.Kumar, A. (2018) Investigated the influence of social media marketing on brand loyalty
in the Indian context, emphasizing the cultural nuances. Explored the role of social media
engagement strategies in building brand loyalty among Indian consumers. Analyzed the
impact of influencer marketing on brand loyalty, focusing on Indian social media influencers.
Examined the effectiveness of storytelling in social media campaigns for Indian brands and
its correlation with brand loyalty.
16. Mishra, S. and Jain, R. (2018) Investigated the role of customer reviews on Indian
social media platforms in shaping brand loyalty perceptions. Explored the relationship
between social media contests and giveaways and brand loyalty in the Indian market.
Analyzed the impact of social media advertising strategies on brand loyalty among Indian
consumers.

17. Yadav, S. and Reddy, P. (2016) Studied the effectiveness of customer engagement
through social media in building sustained brand loyalty in India. Examined the influence of
personalized content strategies on Indian social media platforms on brand loyalty.
Investigated the correlation between emotional connections created through social media
marketing and brand loyalty in the Indian market.

18. Agarwal, R. and Khanna, P. (2017) Explored the impact of social media storytelling on
brand loyalty and consumer trust in the Indian. Analyzed the effects of customer satisfaction
on social media platforms and its linkage with brand loyalty in India. Investigated the
moderating role of social media platform selection on the relationship between marketing
efforts and brand loyalty in India.

19. Shah, P. and Joshi, M. (2016) Explored the challenges and opportunities of social media
marketing for building brand loyalty among Indian consumers. Studied the evolving
landscape of social media marketing and its implications for brand loyalty in the Indian
market. Analyzed the role of social media contests and giveaways in shaping brand loyalty
among Indian consumers. Explored the integration of mobile marketing strategies in social
media campaigns and its impact on brand loyalty in India.

20. Kapoor, M. and Das, A. (2016) Investigated the significance of user-generated content
and its influence on brand loyalty in Indian social media context Explored the impact of
social media advertising content on consumer perceptions and brand loyalty in India.
Conducted a meta-analysis of existing literature to synthesize key findings on social media
marketing and brand loyalty in the Indian retail sector.
2.2 STATEMENT OF THE PROBLEM

In the contemporary business landscape, where consumer behavior is increasingly shaped

by online interactions, the role of social media marketing in fostering brand loyalty has
become paramount. As businesses strive to establish a lasting connection with their target
audience, understanding the dynamics between social media marketing strategies and
brand loyalty becomes imperative. Therefore, this study aims to explore and analyze the
impact of social media marketing on brand loyalty within a specific industry or target
audience.
The proliferation of various social media platforms presents businesses with a plethora of
choices, making it essential to assess the effectiveness of each platform in influencing
brand loyalty. Furthermore, the role of engaging content and interactive campaigns in the
online space is crucial, necessitating an evaluation of how these elements contribute to
enhancing brand loyalty.

Customer feedback and interaction on social media platforms have emerged as pivotal
aspects of brand management. Investigating the impact of such interactions on brand
perception will provide valuable insights into the relationship between customer
engagement and loyalty. Additionally, the study aims to compare the success of paid
advertising with organic strategies, discerning which approach proves more effective in
building and sustaining brand loyalty.

Lastly, the utilization of social media analytics and metrics has become integral in the
digital marketing landscape. This study seeks to examine how businesses can leverage
these tools to measure and improve brand loyalty systematically.
By addressing these facets, the study aims to contribute to the understanding of the
intricate dynamics between social media marketing and brand loyalty, providing valuable
insights for businesses in the chosen industry or target audience.
2.3 OBJECTIVES OF STUDY

Primary Objective:

Investigate the correlation between social media marketing strategies and brand
loyalty within a specific industry or target audience.

Secondary Objectives:

 Analyze the effectiveness of various social media platforms in influencing brand

loyalty.
 Evaluate the role of engaging content and interactive campaigns in enhancing brand
loyalty.
 Assess the impact of customer feedback and interaction on brand perception through
social media.
 Compare the success of paid advertising versus organic strategies in building brand
loyalty.
 Examine how social media analytics and metrics can be utilized to measure and
improve brand loyalty.

2.4HYPOTHESIS OF THE STUDY

1) To Analyze the Influencers plays in social media marketing for building a brand
loyalty towards target audience.

Null Hypothesis (H0_1): Influencers do not significantly contribute to building brand

loyalty in the target audience through social media marketing.

Alternative Hypothesis (H1_1): Influencers play a significant role in building brand loyalty
in the [specific industry or target audience] through social media marketing, amplifying brand
messaging, enhancing brand credibility, and expanding reach to a new audience.
2) To measure a significant correlation between the implementation of social media
marketing strategies.

Null Hypothesis (H0-2): There is no significant correlation between the implementation of

social media marketing strategies and brand loyalty within the target audience.

Alternative Hypothesis (H1-2): There is a significant positive correlation between the

implementation of social media marketing strategies and brand loyalty within the Target
audience.

2.5 SOURCES OF DATA

The Data are collected from Primary data and data collection is the term used to Describe a
process of data collecting.

2.5 (a) Primary Data - The primary data for this study is collected through questionnaire
consisting of multiple-choice questions.
2.5(b) Secondary Data - The secondary data is collected by referring by websites, journals,
articles and research paper.

2.6 SAMPLING PLAN

Sampling Technique

Convenience Sampling Method:

Survey sampling is selecting members from a target population to be in a sample for a

sample survey. Usually the survey is some type of questionnaire (i.e. in-person, phone or
internet survey). Convenience sampling this type of sampling can be done by simply creating
a questionnaire and distributing it to their targeted group. Through this method, researchers
can easily finish collecting their data in a matter of hours, free from worrying about whether
it is an accurate representation of the population. Convenience sampling is a type of sampling
where the first available primary data source will be used for the research without additional
requirements. It is also an easy sampling method to collect data from the people without any
hurdles.
SAMPLING SIZE

Sample Size of 155 online customers those purchasing products from Online sites in Tamil
Nadu.

2.7 DATA COLLECTION INSTRUMENTS

CHAPTER IV
 CHAPTER IV
ANALYSIS & INTERPRETATION OF THE DATA

PERCENTAGE ANALYSIS:

TABLE-1: AGE OF RESPONDENTS

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 18-30 81 52.3%
2 30-40 53 34.2%
3 40-50 21 13.5%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 52.3 percentages of respondents are

from the age group of 18-30, 34.2 percentages of respondents are from the age group of 30-
40 and 13.5 percentages of respondents from the age group of 40-50.

INFERENCE: Majority 52.3 percentage of respondents are 18 to 30 in this question.

TABLE-2: GENDER

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 MALE 83 53.5%
2 FEMALE 72 46.5%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 53.5 percentages of respondents are

male and 46.5 percentages of respondents are female

INFERENCE: - Majority 53.5 percentages of respondents are male.

TABLE-3: SOCIAL MEDIA MARKETING CONTRIBUTION TO
BRAND LOYALTY

S.NO PARTICULARS NO: OF PERCENTAGE

RESPONDENTS
1 INCREASES BRAND VISIBILITY 31 20%
2 ENCHANCES CUSTOMER 49 31.6%
ENGAGEMENT
3 BUILDS BRAND TRUST 25 16.1%
4 ALL OF THE ABOVE 50 32.3%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 32.3 percentages of respondents are

contributing all of the above, 31.6 percentages of respondents are contributing enhancing
customer engagement, 20 percentages of respondents are contributing to increase brand
visibility and 16.1 percentages of people are contributing to build brand trust.

INFERENCE: - Majority 32.3percentages of respondents are contributing all the above.

TABLE-4: ROLE TO INFLUENCER PLAY IN SOCIAL MEDIA
MARKETING FOR BRAND LOYALTY

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 Amplifying brand messaging 31 20%
2 Enhancing brand credibility 37 23.9%
3 Expanding reach to a new 45 29%
audience
4 All of the above 42 27.1%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 29 percentages of respondents are

influencers to support expanding reach to a new audience, 27.1 percentages of respondents
are influencers to support all the above, 23.9 percentages of respondents are influencers to
support enhancing brand credibility and 20 percentages of people are influencers to support
amplifying brand messaging.

INFERENCE: - Majority 29 percentages of respondents are influencers to support

expanding reach to a new audience.
TABLE-5: USER-GENERATED CONTENT IN FOSTERING BRAND
LOYALTY ON SOCIAL MEDIA

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 Increases brand authenticity 38 24.5%
2 Boosts customer retention 32 20.6%
3 Encourages community 41 26.5%
engagement
4 All of the above 44 28.4%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 28.4 percentages of respondents are user
content is all of the above, 26.5 percentages of respondents are user content is encouraging
community engagement, 24.5% percentages of respondents are user content is increases
brand authentically and 20.6% percentages of people are user content is boosts customer
retention.

INFERENCE: - Majority 28.4 percentages of respondents are user content is all the
above.
TABLE-6: MEASURE THE IMPACT OF ITS SOCIAL MEDIA
MARKETING EFFORTS ON BRAND LOYALTY

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 Analysing engagement metrics 34 21.9%
2 Monitoring customer feedback 54 34.8%
3 Tracking conversion rates 30 19.4%
4 All of the above 37 23.9%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 34.8 percentages of respondents are

measured by monitoring customer feedback, 23.9 percentages of respondents are measured
by all of the above, 21.9 percentages of respondents are measured by analyzing engagement
metrics and 19.4 percentages of people are measured by
Tracking conversion rates.

INFERENCE: - Majority 34.8 percentages of respondents are measured by monitoring

customer feedback
TABLE-7: SOCIAL MEDIA MARKETING IMPACT BRAND IN
TERMS
OF CUSTOMER FEEDBACK

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 Provides real-time feedback 64 41.3%
2 Facilitates direct customer 33 21.3%
communication
3 Helps in addressing customer 35 22.6%
concerns promptly
4 All of the above 23 14.8%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 41.3 percentages of responding

customer feedback is provides real time feedback, 22.6 percentages of responding customer
feedback is helps in addressing customer concerns promptly, 21.3 percentages of responding
customer feedback is facilitating direct customer communication and 14.8 percentages of
people are responding customer feedback is all of the above

INFERENCE: - Majority 41.3 percentages of responding customer feedback is providing

real time feedback
TABLE-8: CONSISTENT FOR SOCIAL MEDIA PRESENCE
CONTRIBUTE TO BRAND LOYALTY

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 Builds brand recognition 32 20.6%
2 Establishes brand reliability 51 32.9%
3 Fosters a sense of community 24 15.5%
4 All of the above 48 31%

SOURCE: Primary Data

INTERPRETATION: From the above analysis is 32.9 percentages of respondents are

using social media to establishes brand reliability, 31 percentages of respondents are using
social media to all of the above, 20.6% percentages of respondents are using social media to
builds brand recognition and 15.5 percentages of people are using social media to fosters a
sense of community

INFERENCE: - Majority 32.9 percentages of respondents are using social media to

establishes brand reliability
TABLE-9: SOCIAL MEDIA MARKETING STRATEGY THAT
ENHANCES BRAND LOYALTY

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 Consistent posting schedule 35 22.6%
2 Understanding the target audience 56 36.1%
3 High advertising budget 24 15.5%
4 Viral content creation 40 25.8%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 36.1percentages of respondents are

using social media for creating a strategy for understanding the target audience, 25.8
percentages of respondents are using social media for creating a strategy for viral content
creation, 22.6 percentages of respondents are using social media for creating a strategy for
consistent posting schedule and 15.5 percentages of people are using social media for
creating a strategy for high advertising budget.

INFERENCE: - Majority 36.1 percentages of respondents are using social media for
creating a strategy for understanding the target audience.
TABLE-10: SOCIAL MEDIA PLATFORM IS WIDELY KNOWN FOR
ITS INFLUENCE ON BRAND LOYALTY

S.NO PARTICULARS NO: OF RESPONDENTS PERCENTAGE

1 Facebook 21 13.5%
2 Instagram 67 43.2%
3 Twitter 36 23.2%
4 LinkedIn 31 20%

SOURCE: Primary Data

INTERPRETATION: From the above analysis 43.2 percentages of respondents are

using social media platform widely known for influence in Instagram, 23.2 percentages of
respondents are using social media platform widely known for influence in Twitter, 20
percentages of respondents are using social media platform widely known for influence in
LinkedIn and 13.5 percentages of people are using social media platform widely known for
influence in Facebook.

INFERENCE: - Majority 43.2 percentages of respondents are using social media platform
widely known for influence in Instagram.