1. CONSUMERS’ ATTITUDE TOWARDS
BRANDS
WHICH ARE MARKETING THROUGH
SOCIAL NETWORKING

2. 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.

3. 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)

4. • 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)

5. 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

6. Research Methodology
• Objectives
To 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

7. 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

8. Preview Of Survey Outcomes
• Report_20_09_2012.xlsx

9. Analysis and Findings
Usage
• 100% are on
it
Exposure
• 49% more than
5-12 Hours per
week
• 65 % with
medium to High
exposure
Available
@
• Facebook
• Google
• Linkedin

10. Recommended by Friends
Just for Fun
Loyalty
About 42% follows for being customer of the brand
Discounts & Promotions
Nearly 42% follows for receiving promotional offers
Information
More than 52% follow for Information
Why follow Brand?

11. • 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

12. Easy To
Reach -69%
positive
respondents
Better
Promotion-
67%
Positive
Easy Public
Data/Service-
55% positive
Why Social
Media?

13. 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.

14. 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.

15. YouThank