How consumers are behaving with social media as a marketing tool

1. Social Media Marketing
How Consumers in Bangladesh Are Adopting This
Approach
4/15/2015

2. Submitted To Honourable Course Teacher
Md. Ahasan Uddin
Lecturer
Dept. of Accounting & Information Systems
University of Dhaka

3. Submitted By:
Group: EXID-1
Md. NaymurRahman 19110
Ashraf Siddique 19117
MasudRana 19130
ShohanMolla 19 116
KanizFatemaNourine 19 141
MalihaJahan 19 146

4. Declaration
We give assurance that this report, we have conducted is completely an authentic and solid
independent group effort. It is done under full supervision and all the rules and regulations
regarding this report conduction have been followed strictly.
We also confirm that, we have followed Harvard Referencing system according to the direction
of course teacher.

5. Acknowledgements
This report is a group endeavour but there are also other people who have helped us out to
prepare this.
At first we are grateful to our honourable course teacher Md. AhasanUddin, who has given us
this topic to conduct the report also provided guidelines during the whole preparation. Then
many thanks to the people who have contributed their valuable responses regarding the survey
related to this report topic.
It is also an important fact to mention that my group mates have also contributed their efforts to
make this report a successful one because only ones contribution is not enough for this
perfection.
Thank you everyone.

6. Contents
Abstract:........................................................................................................................................................6
1. Literature Review......................................................................................................................................6
1.1Social Media: .......................................................................................................................................6
1.2Social Media Marketing:......................................................................................................................6
1.3Different Types of Social Media Channels:.........................................................................................6
Publishing: ............................................................................................................................................8
Sharing:.................................................................................................................................................8
Discussing:............................................................................................................................................8
Networking: ..........................................................................................................................................9
1.4 Functions of Social Media: .................................................................................................................9
Individual level: ....................................................................................................................................9
Organizational level:.............................................................................................................................9
2.Methodolgy..............................................................................................................................................10
2.1Report: ...............................................................................................................................................10
2.2 Purpose of Report: ............................................................................................................................10
2.3Methods of Data Collections: ............................................................................................................10
2.4Report Limitations:............................................................................................................................10
3. Statistical Analysis:.................................................................................................................................11
3.1Hypothesis Test:.................................................................................................................................12
Conclusion: .................................................................................................................................................13
References...................................................................................................................................................13

7. Abstract:
Social media marketing is now an important issue in the global business perspective. This report
will show the scenario according to the perspective of Bangladeshi business. Till now this report
has been conducted on the basis of marketers. This reports is concerned about the consumers and
how they are adopting this approach for their own benefit. How the report has been conducted, to
make this report more reliable a statistical analysis is also done on the basis of survey response.
1. Literature Review
1.1Social Media:
Social Media, in a very general sense refers to a number of websites; that enables people to stay
connected with each other. Oxford Dictionary (2011), defines social media as websites and
applications used for social networking.
The continuous development of new technologies brings new ways of communicating through
the internet, so what constitutes the Social Media is continuously changing. New websites and
contents are being developed every day, extending the parameter of Social Media. According to
Jacka and Scott (2011), social media has no universally recognized definition.
Although, there is no conclusive discussion on what constitutes social media one thing is widely
accepted; the fact that in social media, the consumers of contents becomes the creators or the
publishers. Another unique feature of social media is that, it is completely interactive; multiple
parties can simultaneously interact here (Demers and Viswanath, 1999). This gives a whole new
dimension to mass communication.
1.2Social Media Marketing:
Social Media Marketing refers to all marketing efforts using social media websites. Social media
marketing involves creating contents that attracts people and makes them share it with others.
This is particularly effective because trustworthy third parties rather than the company itself are
carrying the information(Schivinski, Bruno and Dąbrowski; 2013).
Marketing communication has been largely impacted by the social media revolution ((Hutter, Wu
and Shu, 2011)Various brands and companies can engage in direct interactions with their
customers. The previous passive participants are transformed into active influencers. The social
media revolution has shifted some power from the marketer to the consumers. With the growing
importance of social media in people's lives, social media marketing is becoming increasingly
useful. These days, people heavily rely on social networks for making purchase decisions (Tuten
and Solomon, 2013)
1.3Different Types of Social Media Channels:
Social Media is an extremely large medium of communication. People can interact in various
ways using such media and therefore, social media can be divided into a number of different

8. types of channels. According to Robert Scoble's (2007), 'Social Media Starfish Model' there 12
types of social media channels:
The Starfish Model illustrates the growing social media landscape. This model was first
published in 2007; so it has become a little backdated. Some very important media was created
later on such as Google+ and Pinterest. This model puts conversion in a very important role;
however, it is now believed that social media is completely people oriented.
Fred Cavazza, published multiple theories or models about social media channels (see appendix
1). His latest model of social media channels was published in 2014.
Source: Robert Scoble (2007)
The Social Media Starfish Model

9. Fred Cavazza, divided social media channels into four categories in his 2014 model. In his model
social media channels are categorized on the basis of their usage:
Publishing:
Publishing refers to that group of social media, where users create contents and publish them online.
Publishing platforms include WordPress, Blogger, Live Journal, TypePad, Tumblr, Over-Blog, Medium,
Svbtle and wikis.
Sharing:
Sharing is another group of social media that focus on video or photo sharing. There are many social
media platforms for sharing such contents. The most widely used among sharing sites is YouTube.
Slideshare, SoundCloud, Dailymotion, Myspace, Instagram etc. are sharing platforms.
Discussing:
For desktop, there are Quora, Reddit, Skype, Facebook, Messenger etc are discussing sites. These sites
are used for socializing. For mobile phones there are Kik, MessageMe, Viber etc. These social media sites
are used almost regularly by the users to stay updated.
Source: Fred Cavazza, (2014)

10. Networking:
Networking sites are used for professional networking. Their basic functions are almost same as the
sharing sites; except networking sites are used for professional or business purposes. Linkedin, Viadeo,
Nextdoor, Qzone etc are networking social media sites.
1.4 Functions of Social Media:
Sole proprietors use social media now days very frequently. They upload pictures, details of
products, price etc. in social Medias. They open privately operated business page for this
purpose(Rothenbuhler and Coman, 2005).
Now a days a marketing department have online operator who manage the social sites to keep
promoting their activities. Telecommunicationorganizations are vastly using this scope for their
new service promotion, net package. There are also other organizations but mainly consumer
products get much attention rather than industrial product. Like clothing’s, cars, gadgets, etc(The
fusion marketing bible: fuse traditional media, social media, and digital media to maximize
marketing, 2013).
Using hash tags for their product and company name helps consumers to find particular
description about a product. So it can be said that social media marketing is getting more and
more attention these days. Online shopping centre is also a substantial form of social media
marketing(Hashtags.org, 2015).
Figure :Monitoring social media using #hastags
Source:(Rackspace Hosting, 2015)

11. Table Of Contents
2.Methodolgy
2.1Report:
Report means giving opinion regarding a giving topic by investigation and going through enough
evidences, incidences, surveys etc. it helps to make decisions for any purpose of users because
every one may not be able to conduct report to make decision but this readymade reports will
come handy for any users under different circumstances(Kuiper, 2007).
2.2 Purpose of Report:
Before conduction of report several purpose are determined to make the work easier for the
doers. This is why we have also set up some purpose of this report and these are given below:
Social media is now a vast application of our daily life. So it has also occupied a great place
among business to reach the customers more effectively. Till the years this concept is being used
on marketers about how they are thinking about this approach, how they can use it, how it can
help them to expand their promotional strategies(Pea, 2003). But this report is based on the
consumer’sresponse towards the use of social media regarding every type of products. How
consumers are responding for this Medias. How they are adopting product information using
social Medias. Which media is creating more effect on the consumers? How it is being used in
the perspective of Bangladesh (Mandiberg, 2012).
2.3Methods of Data Collections:
The collection of data is done within three ways primary data, secondary data. Primary data
collection is done through survey conduction. Around sixty sample responses have been
collected from a sample of population. The secondary data collection is done through the
websites, article, and news collection in the internet(Axinn and Pearce, 2006). These secondary
information are already used for different purposes, as still for the demand of information
secondary data help is taken.
2.4Report Limitations:
There always prevails limitations regarding conducting a report. The limitations are faced during
the preparation of report are:
 Limited sample collection of data
 Peoples eagerness to help
 Time consumption
 Based on only urban people

12. 3. Statistical Analysis:
This survey is conducted through social online Medias. We have shared the survey link to the
sites and peoples responded easily. Around 60 responses we have collected via online. Students
mainly responded more in this survey. BRACU, NSU, JU, DU students’ presence are seen more
in the response list. Here the findings have been analysed.
Age Response Code
18-20 14 0
21-24 38 1
25-28 6 2
29-34 2 3
Source: Social Media Marketing Survey (Responses).xlsx
The above diagram shows that people between the ages of 21 to 24 have been using social media
more than others. So marketers can target these aged people to make their advertisement on the
basis of social Medias.
Use of Social
Medias
Total
Sample Percentage Average
facebook 59 60 32% 0.98
youtoube 45 60 24% 0.75
twitter 18 60 10% 0.3
google+ 25 60 13% 0.41
instragrm 19 60 10% 0.32
whatsapp 1 60 10% 0.017
linkin 17 60 90% 0.28
Myspce 1 60 10% 0.017
Source:Social Media Marketing Survey (Responses).xlsx
This diagram shows that most people use Facebook more than other social sites. As Facebook
helps to keep them connected with their near, far and dear friends all the times so they keep on
updating their status on Facebook more than other social medias. Now days many organizations
open groups and pages and keep updating about their products on Facebook. Customers can

13. easily get to know about products without going to that particular shop. As YouTube is not a
social connecting site most people do not find it convenient for the purpose of marketing. This is
the perspective of Bangladesh. The below diagram shows the scenario of Bangladeshi social
media users. How they are interested to know about products of business. Most of them have
answered Facebookpages because they find it more thoughtful and connecting.
Source:Social Media Marketing Survey (Responses).xlsx
The above question asked to responses about what they think about the presence of social media
in business. About 51 from 60 respondents have responded that the presence of social media in
business is must. Because this is the era of social connection so why business lag behind. It also
needs to come forward with new ideas to expand its promotion through social Medias. The
average is 0.85 which is quiet significant on the perspective of response.
3.1Hypothesis Test:
A hypothesis statement is done for the making this report more reliable. The survey response of
the above question “do you think a company should have presence in social media?” The
average is .085 people have responded yes. Variance is .36
Null Hypothesis: Business has no scope in social media for marketing, µ=0
Alternative Hypothesis: Business has huge scope in social media for marketing. µ>0
Significancelevel is fiveper cent.
√
Decision:
Since the calculated value falls in the acceptance level because significance level is at five per cent is
1.64. The calculated value is greater than 1.64. This means the null hypothesis is rejected. So it decided
that business has larger and greater scope in social media for marketing.
What kind of Social Media ad catches your attention the most?
Response Code Average
Ads on Youtube Videos 6 1 0.1
Ads on Facebook 13 2 0.43
Facebook posts by pages 36 3 1.8
Linkedin posts 2 4 0.13
Ads on Google plus 1 5 0.083
Tweets 1 6 0.1
Other: 0 7 0
Do you think a company should have presence in Social Media? Response Code Average
Yes 51 1 0.85
No 9 0 0

14. Conclusion:
Social media marketing offers a very high level of market exposure with very little cost. Social media is
used as a marketing tool, mostly by the small and medium enterprises. Large corporations are getting
more involved with social media marketing gradually. Billions of people are using these Media
simultaneously. Business has a huge scope for their promotional activities by using these Media.
This will minimise cost of promotion, will save time and increase efficiency in business.
Moreover, business has profitability opportunity in the further years by using these social Media.
Researchers suggest that social media marketing is necessary for business but it cannot replace
traditional media.
References
Cavazza, F. (2014) "Social Media Landscape, 2014". [online] available at: <
http://www.fredcavazza.net/2014/05/22/social-media-landscape-2014/ >
Jacka JM & Scott PR (2011), "Auditing social media – a governance and risk guide", John
Wiley and Sons, United States of America
Schivinski, Bruno; Dąbrowski, D. (2013). April 2013 "The Impact of Brand Communication on
Brand Equity Dimensions and Brand Purchase Intention Through Facebook". Working Paper
Series A, Gdansk University of Technology, Faculty of Management and Economics 4 (4): 2–23.
Axinn, W. and Pearce, L. (2006). Mixed method data collection strategies. Cambridge:
Cambridge University Press.
Demers, D. and Viswanath, K. (1999). Mass media, social control, and social change. Ames:
Iowa State University Press.
Hashtags.org, (2015). Hashtags.org | Organizing the world's hashtags and hashtags information.
[online] Available at: https://www.hashtags.org/ [Accessed 15 Apr. 2015].
Hutter, K., Wu, T. and Shu, Y. (2011). From waves in complex systems to dynamics of
generalized continua. Singapore: World Scientific Pub.
Kuiper, S. (2007). Contemporary business report writing. Mason, OH: Thomson South-Western.
Mandiberg, M. (2012). The social media reader. New York: New York University Press.
Pea, R. (2003). Planning for two transformations in education and learning technology.
Washington, D.C.: National Academies Press.
Rackspace Hosting, (2015). Five Functions Of Effective Social Marketing Strategy. [online]
Available at: http://www.rackspace.com/blog/social-marketing-strategy/ [Accessed 15 Apr.
2015].

15. Rothenbuhler, E. and Coman, M. (2005). Media anthropology. Thousand Oaks, Calif.: Sage.
Scoble, R. (2011). The artist and the scholar. Portsmouth, U.K.: Privately printed by Callum
James.
Scoble, R. and Weeks, D. (n.d.). Baron Corvo. Portsmouth, [England]: Callum James Books.
Scott, P. and Jacka, J. (2011). Auditing social media. Hoboken, N.J.: Wiley.
Simpson, J. and Weiner, E. (2011). The Oxford English Dictionary. 17th ed. Oxford: Clarendon
Press.
The fusion marketing bible: fuse traditional media, social media, and digital media to maximize
marketing. (2013). Choice Reviews Online, 50(10), pp.50-5695-50-5695.
Tuten, T. and Solomon, M. (2013). Social media marketing. Boston: Pearson.