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SNS AN EFFICIENT MARKETING TOOL???

4/28/2011

Business Research Methods Project 2011


Submitted By: Abhishek Bansal (7503869) Ravi Sharma (7503870) Joohi Agarwal (7503871) Atul Saurabh (7503872) Saurabh Bansal (7503873) Samarth Goel (7503874)

SNS An Efficient Marketing Tool

Table of Contents
INTRODUCTION ............................................................................................................. 2 OBJECTIVES .................................................................................................................... 4 Problem Statement ........................................................................................................................... 4 Research Objectives ......................................................................................................................... 4 SECONDARY DATA COLLECTION ................................................................................... 5 PRIMARY DATA COLLECTION ........................................................................................ 8 Survey ................................................................................................................................................. 8 ANALYSIS ..................................................................................................................... 17 Secondary Data Analysis ............................................................................................................. 17 Primary Data Analysis .................................................................................................................. 18 Conjoint Analysis ......................................................................................................................... 18 Chi-Square Test of Association ................................................................................................. 23 REFERENCES ................................................................................................................. 33

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SNS An Efficient Marketing Tool

Introduction
As SNS is becoming increasingly popular among the people of all demographics, it can prove to be an excellent tool to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service. Gone are the days when the newspapers paired with a cup of tea in the morning were the only source of information about any kind of newly launched product or brand. Even the days of television doing the same job are fading away. There are too many distribution channels today, and hence increase in choice, coupled with a decrease in time has brought in tough time for creating brand loyalty and awareness. No doubt that everyone is fighting for consumers' attention, but those consumers are not paying attention. What is the way out then? Here comes the role of new media aka Internet, that provides the popular platform of social media. Social media has enormous potential as a weapon to create awareness about a particular brand and get more customers. Now-a-days, finding the right combination of services is very important to expose your brand and your finding will come to an end when you'll approach social media. Even for those companies that can't afford large marketing and advertising budgets, social media can be an useful choice as most of the social media marketing 'tools' are free to use and can provide the same amount of marketing exposure whether you are just starting out or are a giant conglomerate. Companies like Sony and Dell have experienced direct increase in sales through social media. In February last year, Sony announced that through Twitter they had earned an extra $1.6 million in sales. Later in June, Dell made the announcement that their presence on Twitter accounted for $3 million dollars increase in sales. Somebody may question, "It's all about biggies that already have a brand reputation, what about smaller ones?" Here is the answer - in 2009, a small shoe making company in Canada named John Fluevog Boots & Shoes reported a 40 per cent increase in sales, after it started social media marketing the same year. Creating awareness about a brand through social media is an excellent way to get in touch with your consumer base. It makes your customers feel comfortable and empowered, knowing that your company cares about their input. In social media sites like Twitter and Facebook, people can give you positive reviews, recommend your product and tweet about your company. These social media platforms allow your company's name and brand to be viewed by a significant amount of people. Hence, a continuous use of social media over time creates brand awareness and thus helps to increase sales. According to a recent Nielson report, in the past year, there was a rise of 43 percent in social network usage. With this rise of social networking, coupled with the growing dominance of mobile computing, it

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SNS An Efficient Marketing Tool

has become extremely easy for people to seek advice online whenever and wherever they choose. These online inputs like conversations, reviews and articles have huge influence on consumers' purchasing decisions. Social media is also a great way to expose your brand to new customers as well. The effect social media can have on brand awareness is critical in the future of small businesses marketing strategy. The potential for more efficient marketing techniques through online phenomenon such as social networking is only just being tapped. There are a lot of opportunities for opt-in advertising such as e-mail marketing and social networking visibility, and they will increase over time for sure. Remember, by increasing your visibility through social media, you are making it easier for customers to access your company's information, and thereby making your brand well-known. The purpose of this study is to understand the impact, both positive and negative of social networking sites on the target customers of a company and on their psyche. The study also evaluates whether social networking sites are actually beneficial for a company to promote their brands and products. For the purpose of this study Facebook and many others like Orkut were selected as these are the largest and the most popular social networking tools being used by people nowadays. But let us first develop an understanding of some basic things. What is a SNS? We define social network sites as web-based services that allow individuals to: (1) Construct a public or semi-public profile within a bounded system, (2) Articulate a list of other users with whom they share a connection, and (3) View and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site.

What is consumer behavior? The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.

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SNS An Efficient Marketing Tool

Objectives
Problem Statement
The aim of this study is to know if Social Networking Site(s) (SNS) can be used as an efficient marketing tool in terms of expanding brand awareness, strengthening customer relationships and influencing purchase decisions.

Research Objectives
Understanding the effect of SNS on Customer Relationships Consumer Buying Behavior Brand Awareness Brand Popularity Effective Positioning Range of Customer Spectrum

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SNS An Efficient Marketing Tool

Secondary Data Collection


Social Networking is not an up and coming fad, it has already become an integral part of the new way businesses are being run and brands are being managed. Information, reviews, grouses are now broadcasted globally with a few mouse clicks, especially on Web 2.0 platforms. Since 1997 there has been exponential growth in launching of new social networking platforms. Following table shows chronological order of important SNS launches.

Two thirds of the worlds Internet population now visits a social network or blog site weekly. 220+ million people visit the top 25 social networks each month. Facebook has 500+ million active users Time spent visiting Social media sites now exceed time spent emailing. 52% of people who find news online forward

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SNS An Efficient Marketing Tool

it on through social networks, email, or posts. 59% of adults polled state that they use their cell phone to remain connected with their social network. Social networks have become popular among users. Companies like Sony and Dell have experienced direct increase in sales through social media. In February last year, Sony announced that through Twitter they had earned an extra $1.6 million in sales. Later in June, Dell made the announcement that their presence on Twitter accounted for $3 million dollars increase in sales. Social Media experts and practitioners can never underestimate the participation and influence of women in Social Media. Facts show that roughly 53% of adult female population in the US or an estimated forty two million women participates in social media on a weekly basis. These results are conclusive of the fact that women are surpassing male domination in the social media world. The most active age groups are the Millennial, or those between the ages of 18 and 26, and the Gen Xers or those aged 27 to 43. Most of the activity range from status updating, participating in message boards and forums, blogging to social networking. Truly, women have dominated the major social networking sites, with Facebook and Twitter having more than 50% of female members. Consequently, this makes women a very valuable audience and target for marketers. Examples: Examples of firms in MySpace Aquafina: The Company launched a contest in which users had a chance to win a trip to Sundance Film Festival by making the winning Beastie Boys video. Dunhill Staffing Systems: Having video clips of staff members introducing themselves in MySpace. The purpose of this is to bring employees closer to clients. The company has also considered adding job postings and events to its profile. This enables a company to introduce itself to its customers in a new way when compared to a traditional company website.

Examples of firms in Facebook Bzar clothing boutique: Facebook pages for their store allow them to send new merchandise updates and other information directly to almost 750 customers. Fiery Rons Home Team BBQ: A Facebook page keeps the restaurants over 550 Facebook fans up-to-date on specials and events through a group page

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SNS An Efficient Marketing Tool

Andiamo started a campaign in Facebook (see Figure 3) in spring of 2008 by introducing its own application which anyone could join. At the moment, the application has 344 monthly users but there are only a few posts on the wall and the bulletin board so the applications interactivity level is low. Andiamo in Facebook: (http://www.facebook.com/apps/application.php?id=8040211415).

Examples of video campaigns in YouTube Will It blend? Campaign by Blendtec. The company shot videos where the founder of the company, Tom Dickson, attempts to blend different kinds of objects such as iPhones and golf balls in a blender to show off its power. These videos spread virally via YouTube attracting over 5 million viewers. Consequently people also began to make their own versions of Will it blend? Videos to send to YouTube. According to Dickson the campaign had a significant impact on sales (Squid News 2007, Wikipedia). Software producer Solid Works made a successful viral video where a famous origami artist competes against their software in making a robot. (http://www.solidworks.com/pages/programs/torimoto/index.htm.) An advertising video by wind energy company Epuron has also attracted a great number of views (some 75.000) in YouTube due to its brilliant idea and content. Tandberg advertises its online conferencing tools in YouTube using a more traditional content. Tandbergs viral videos have been viewed some 6.000 times. SONY, Frito-Lays and Sunkist have partnered with talented amateurs who create viral films or television commercials for the companies (Constantinides and Fountain 2008).

Other: Ford sponsors a group in Flickr with over 2 000 members asking for imaginative images that can be later used by Ford in other sites. (http://www.flickr.com/groups/thisisnow/) Cadbury's Dairy Milk 2007 Gorilla advertising campaign was heavily popularized on YouTube and Facebook The 2008 film Cloverfield was first publicized with a teaser trailer that did not advertise the film's title, only its release date: "011808." Elements of the viral marketing campaign included MySpace pages created for fictional characters and websites created for fictional companies alluded to in the film

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SNS An Efficient Marketing Tool

Primary Data Collection


Survey
Question 1: Your Age Group: Age Groups (yrs) 14-18 19-25 26-35 36-45 Response Response 2 95 2 1

Age Groups
14-18 19-25 26-35 36-45

95%

2% 1% 2%

Analysis: From the graph it can be seen that the majority of the SNS users lie in the age group of 19-25. It can be inferred from here that our target group is this age group.

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SNS An Efficient Marketing Tool

Question 2: Gender Male Female Response 76 24

Gender Distribution
Male Female

24%

76%

Analysis: In our survey almost one fourth of the respondents were females. The lower ratio of the female population is due to the low female population ratio.

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SNS An Efficient Marketing Tool

Question 3: You are a member of how many SNS (Social Networking Sites)? No. Of SNS joined <=2 3-5 >5 None Response 40 49 9 2

No of SNS Joined/Person
<=2 3-5 >5 2% 9% 40% None

49%

Analysis: Almost 50% of the respondents are a member of more than 3 SNSs while 40% are members of 2 SNSs. This data clearly depicts the popularity of the social networking sites.

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SNS An Efficient Marketing Tool

Question 4: Arrange the following channels/mediums based on their effectiveness for increasing brand awareness (1 being the best): 1 30 11 62 7 2 29 52 19 9 3 32 27 14 14 4 27 9 5 69

SNS Print Media TV Advertisements Telephonic Calls

70 60 50 40 30 20 10 0 1 2 3 4
s

SNS Print Media

TV Advertisements
Telephonic Calls

Analysis: The above graph shows that amongst the four mentioned advertising medias, SNS is the second most popular channel for increasing Brand Awareness at 30% after TV advertisements which got 62%.

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SNS An Efficient Marketing Tool

Question 5: How often do you pay attention to advertisements on SNS? Every time you login Depends on product being advertised Rarely Never 5 56 34 4

Attention to Advertisements
Everytime you login Depends on product being advertised 4% 5% Rarely Never

34% 57%

Analysis: The graph gives a perfect picture of the consumer buying behavior. It shows that the consumers pay attention to the advertisements only if they target their needs other than that they rarely notice the products advertised.

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SNS An Efficient Marketing Tool

Question 6: How often do you participate in offers/events hosted by companies on SNS? Options Regularly Often Rarely Never Response 4 19 59 17

Participation in Offers/Events
Regularly Often Rarely Never

66% 8% 5% 21%

Analysis: The attempt of companies to attract customers through offers and events has not been much successful. Such schemes have been successful in attracting merely 23% enthusiasts. Rest participate either occasionally or never.

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SNS An Efficient Marketing Tool

Question 7: Do you trust the SNS for the offers advertised? Yes No 37 60

Trust in SNS for Advt.


YES 62% No

38% 0%

Analysis: This graph depicts one of the major problems faced by the promoters. With only 38% respondents saying they believe in the offers given online, promoters will have to fathom out a way of making the customers trust their products as well their offers.

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SNS An Efficient Marketing Tool

Question 8: These advertisements are helpful in: Definitely Disagree 1 1 1

Definitely Agree Brand Popularity Brand Awareness Discovering New Brands 28 23 21

Agree 44 39 54

Slightly Agree 21 29 17

Slightly Disagree 2 5 3

Disagree 4 1 2

SNS Ads Are Helpful in Brand Popularity


2% 21% 4% 1% Definitely Agree 28% 44%

Agree
Slightly Agree Slightly Disagree Disagree Definitely Disagree

SNS Ads Are Helpful in Brand Awareness


Slightly Disagree 5% Slightly Agree 30% Definitely Agree 23% Agree 40% Disagree 1% Definitely Disagree 1%

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SNS An Efficient Marketing Tool

SNS Ads Are Helpful in New Brand Discovery


Definitely Agree Agree Slightly Agree Slightly Disagree 3% 17% 2% Disagree 1% Definitely Disagree

22%

55%

Analysis With the help of the six point Likert scale it was found that a majority of respondents believes that the SNSs are a useful tool in increasing Brand Awareness, Brand Popularity and discovering new brands.

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SNS An Efficient Marketing Tool

Analysis
Secondary Data Analysis
We have come a long way from the days when SixDegrees.com was the only social networking site. Just a look at the time line tells the whole story. Internet is now flooded with social networking sites trying to catch attention of users. Also people have now become more vocal on cyber space. The marketers have not refrained from using this opportunity to their own benefit. Companies have started using social networking to gain credibility, foster employee relationships, build a forum for communication with customers, and in most cases, boost sales. As the examples show, a number and a variety of products have benefitted from the popularity and the upcoming culture of SNSs. Pizza Hut has experienced an enormous growth of 300% in the fan base during the months of Dec 10 to feb 11 owing to its page on Facebook. To add to the ever growing sales the company launched the campaign 99 free Magic Times meals during the World Cup 11. Anup Jain, Marketing Director of Pizza Hut India, claims to have invested INR 3 cr in free meals. This much is the popularity of the brand one of the social networks. You can only guess the result had the campaign been floated on multiple such sites. Furthermore, more and more consumers are using the social media to share their good and bad experiences. What they have to say on the social platform is often powerful enough to affect the buying behavior of other consumers (and that of your brand and business!). It can be helpful in better knowledge of the buying behavior of the masses. Bottom line is, we need to be awaken to the fact that - one customer's (good and bad) experience can trigger his/her word of mouth, and the impact can affect the buying behavior of another consumer (either positively or negatively), especially at the early stage of the buying cycle. Moreover, creating awareness about a brand through social media is an excellent way to get in touch with your consumer base. It makes your customers feel comfortable and empowered, knowing that your company cares about their input. In social media sites like Twitter and Facebook, people can give you positive reviews, recommend your product and tweet about your company. These social media platforms allow your company's name and brand to be viewed by a significant amount of people. All in all, a continuous use of social media over time creates brand awareness and thus helps to increase sales.

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SNS An Efficient Marketing Tool

Primary Data Analysis


Conjoint Analysis The conjoint analysis is a marketing tool to analyze the relative importance attached by the customer to different attributes of a product. Thus with the help of the survey we collected the data for the four different channels i.e. Social Networking Sites, Print Media, TV Advertisements and Telephonic calls followed by their influence on three market attributes i.e. Brand Awareness, Brand Popularity and discovery of new products for all the channels. Based on the result of the survey top three channels are filtered and then conjoint analysis is applied to the refined results i.e. Social Networking Sites, Print Media, and TV Advertisements. Since the attributes considered are qualitative in nature therefore 2 dummy variables are considered for each channel taken for analysis. No. of decision levels= 3*3*3 = 27 Therefore 27 combinations are made and analyzed to infer the relative importance of each channel in enhancing brand awareness, popularizing the brand and helping in discovering new brand.
DNB: Discovering of New Brands BA: Brand Awareness BP: Brand popularity SNS: Social Networking Sites

PRIMARY TABLE

SNS dummy variable

TV dummy variable

Print media Dummy variable BA 1 0 0 1 0 0 DNB 0 1 0 0 1 0 BP 0 0 1 0 0 1 Preference (avg) 4.6 4.58 4.76 4.39 4.77 3.9

BA 1 1 1 1 1 1

DNB 0 0 0 0 0 0

BP 0 0 0 0 0 0

BA 1 1 1 0 0 0

DNB 0 0 0 1 1 1

BP 0 0 0 0 0 0

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SNS An Efficient Marketing Tool

1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

0 0 0 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0

0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 1 1

0 0 0 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0

0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0

1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 1 1 1

1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0

0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0

0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1

4.83 4.28 4.23 4.52 4.76 4.06 4.21 3.93 3.93 4.54 5.01 4.29 4.13 4.63 4.87 4.6 4.65 4.22 4.45 4.42 4.75

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SNS An Efficient Marketing Tool

SECONDARY TABLE (AFTER SELECTING BP AS BASE VARIABLE)

SNS dummy variable BA 1 1 1 1 1 1 1 1 1 0 0 0 0 0 DNB 0 0 0 0 0 0 0 0 0 1 1 1 1 1

TV dummy variable BA 1 1 1 0 0 0 0 0 0 1 1 1 0 0 DNB 0 0 0 1 1 1 0 0 0 0 0 0 1 1

Print media Dummy variable BA 1 0 0 1 0 0 1 0 0 1 0 0 1 0 DNB 0 1 0 0 1 0 0 1 0 0 1 0 0 1 Preference 4.6 4.58 4.76 4.39 4.77 3.9 4.83 4.28 4.23 4.52 4.76 4.06 4.21 3.93

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SNS An Efficient Marketing Tool

0 0 0 0 0 0 0 0 0 0 0 0 0

1 1 1 1 0 0 0 0 0 0 0 0 0

0 0 0 0 1 1 1 0 0 0 0 0 0

1 0 0 0 0 0 0 1 1 1 0 0 0

0 1 0 0 1 0 0 1 0 0 1 0 0

0 0 1 0 0 1 0 0 1 0 0 1 0

3.93 4.54 5.01 4.29 4.13 4.63 4.87 4.6 4.65 4.22 4.45 4.42 4.75

UTILITY VALUES

SNS
BA DNB 0.0252 -0.0941 0.0689

BP

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SNS An Efficient Marketing Tool

Television Ads
BA DNB BP 0.0872 -0.1636 0.0764

Print Media
BA DNB BP
RELATIVE IMPORTANCE

0.01775 0.1031 -0.12085

SNS TV PM

0.2619 0.5506 0.18739

After applying the regression analysis, following results are obtained which shows that utility value for discovering new product is negative for both SNS and Television Advertisement stating that people instead believe them as an effective tool for enhancing brand awareness and popularizing the brand. While the utility value of Brand popularization is negative print media depicting that people see print media as an effective marketing tool for discovering a new product or creating brand awareness. And if we observe the relative importance scores for all the three channels then Television advertisement scores highest while Print media the lowest depicting that Television advertisement is the best and efficient channel in overall creating brand awareness, popularizing it and in discovering new product. SNS is second best tool to make an market impact with a score of 0.2619 and print media needs to put some more efforts in order to maintain their effectiveness in this highly competitive & digitalized world.

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SNS An Efficient Marketing Tool

Chi-Square Test of Association Hypothesis 1 HO: The number of SNS used is not associated with the age group the person belongs to. HA: The number of SNS used is associated with the age group the person belongs to. Case Processing Summary Cases Valid N Age SNS_No * Percent N 0 Missing Percent .0% N Total Percent

101 100.0%

101 100.0%

Age * SNS_No Crosstabulation SNS_No 3 to 5 Age Middle Count Expected Count % within Age Old Count Expected Count % within Age Youth Count Expected Count % within Age 1 1.0 50.0% 1 .5 100.0% 47 47.5 48.0% <=2 1 .8 50.0% 0 .4 .0% 40 39.8 40.8% >5 0 .2 .0% 0 .1 .0% 9 8.7 9.2% None 0 .0 .0% 0 .0 .0% 2 1.9 2.0% 2 2.0 100.0% 1 1.0 100.0% 98 98.0 100.0% Total

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SNS An Efficient Marketing Tool

Total

Count Expected Count % within Age

49 49.0 48.5%

41 41.0 40.6%

9 9.0 8.9%

2 2.0 2.0%

101 101.0 100.0%

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 1.341a 1.941 101 df 6 6 Asymp. Sig. (2-sided) .969 .925

a. 9 cells (75.0%) have expected count less than 5. The minimum expected count is .02. Hence, the number of SNS used is not associated with the age group the person belongs to.

Hypothesis 2 HO: The source of advertisement preferred is not associated with the age group of the person. HA: The source of advertisement preferred is associated with the age group of the person. Case Processing Summary Cases Valid N Age * Source 101 Percent 100.0 % N 0 Missing Percent .0% N 101 Total Percent 100.0%

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SNS An Efficient Marketing Tool

aAge * Source Crosstabulation Source Print Media Age Middle Count Expected Count % within Age Old Count Expected Count % within Age Youth Count Expected Count % within Age Total Count Expected Count % within Age 0 .2 .0% 1 .1 100.0% 7 7.8 7.1% 8 8.0 7.9% SNS TV Advertisemen ts 1 1.0 50.0% 0 .5 .0% 52 51.4 53.1% 53 53.0 52.5% Telephonic Calls 1 .1 50.0% 0 .0 .0% 3 3.9 3.1% 4 4.0 4.0% 2 2.0 100.0% 1 1.0 100.0% 98 98.0 100.0% 101 101.0 100.0% Total

0 .7 .0% 0 .4 .0% 36 34.9 36.7% 36 36.0 35.6%

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SNS An Efficient Marketing Tool

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 23.517a 10.380 101 df 6 6 Asymp. Sig. (2sided) .001 .110

a. 9 cells (75.0%) have expected count less than 5. The minimum expected count is .04. Hence, the source of advertisement preferred is associated with the age group of the person. The youth prefers SNS and TV Advertisements, the middle aged prefer TV Advertisements and Telephonic calls and the old aged prefer Print Media.

Hypothesis 3 HO: The frequency of participating in events is not associated with the age group the person belongs to. HA: The frequency of participating in events is associated with the age group the person belongs to.

Case Processing Summary Cases Valid N Age * Event_participation 101 Percent 100.0 % N 0 Missing Percent .0% N Total Percent

101 100.0%

Age * Event participation Cross tabulation Event participation Total

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SNS An Efficient Marketing Tool

Never Age Middl e Count Expected Count % within Age Old Count Expected Count % within Age Youth Count Expected Count % within Age Total Count Expected Count % within Age 2 .4 100.0% 0 .2 .0% 16 17.5 16.3% 18 18.0 17.8%

No response 0 .0 .0% 0 .0 .0% 1 1.0 1.0% 1 1.0 1.0%

Often 0 .4 .0% 0 .2

Rarely 0 1.2 .0% 1 .6

Regularl y 0 .1 2 2.0

.0% 100.0% 0 .0 1 1.0

.0% 100.0% 19 18.4 19.4% 19 19.0 18.8% 58 57.2 59.2% 59 59.0 58.4%

.0% 100.0% 4 3.9 98 98.0

4.1% 100.0% 4 4.0 101 101.0

4.0% 100.0%

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 10.089a 8.132 101 df 8 8 Asymp. Sig. (2-sided) .259 .421

a. 12 cells (80.0%) have expected count less than 5. The minimum expected count is .01.

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SNS An Efficient Marketing Tool

Hence, the frequency of participating in events is not associated with the age group the person belongs to. Hypothesis 4 HO: The number of SNS is not associated with the gender of the person. HA: The number of SNS is associated with the gender of the person.

Case Processing Summary Cases Valid N Gender SNS_No * 101 Percent 100.0 % N 0 Missing Percent .0% N Total Percent

101 100.0%

Gender * SNS_No Crosstabulation SNS_No Total 3 to 5 Count F Gender Count M Expected Count % within Gender Total Count 37 37.4 48.1% 49 31 31.3 40.3% 41 7 6.9 9.1% 9 2 1.5 2.6% 2 77 77.0 100.0% 101 Expected Count % within Gender 12 11.6 50.0% <=2 10 9.7 41.7% >5 2 2.1 8.3% None 0 .5 .0% 24 24.0 100.0%

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SNS An Efficient Marketing Tool

Expected Count % within Gender

49.0 48.5%

41.0 40.6%

9.0 8.9%

2.0 2.0%

101.0 100.0%

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases .658a 1.120 101 df 3 3 Asymp. Sig. (2-sided) .883 .772

a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is .48.

Hence, the number of SNS is not associated with the gender of the person.

Hypothesis 5 HO: The source of advertisement preferred is not associated with the gender of the person. HA: The source of advertisement preferred is associated with the gender of the person.

Case Processing Summary Cases Valid N Gender * 101 Percent 100.0 N 0 Missing Percent .0% N 101 Total Percent 100.0%

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SNS An Efficient Marketing Tool

Source

Gender * Source Cross tabulation Source Print Media Count F Gende r M Expected Count % within Gender Count Expected Count % within Gender Count Total Expected Count % within Gender 1 1.9 4.2% 7 6.1 9.1% 8 8.0 7.9% TV Advertisemen ts 13 12.6 54.2% 40 40.4 51.9% 53 53.0 52.5% Telephonic Calls 0 1.0 .0% 4 3.0 5.2% 4 4.0 4.0% Total

SNS 10 8.6 41.7% 26 27.4 33.8% 36 36.0 35.6%

24 24.0 100.0% 77 77.0 100.0% 101 101.0 100.0%

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 2.144a 3.141 101 df 3 3 Asymp. Sig. (2-sided) .543 .370

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SNS An Efficient Marketing Tool

a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is .95.

Hence, the source of advertisement preferred is not associated with the gender of the person. Hypothesis 6 HO: The frequency of participating in events is not associated with the gender of the person. HA: The frequency of participating in events is associated with the gender of the person.

Case Processing Summary Cases Valid N Gender Event_participation * 101 Percent 100.0 % N 0 Missing Percent .0% N Total Percent

101 100.0%

Gender * Event_participation Crosstabulation Event_participation Never Count F Expected Count % within Gender M Count 6 4.3 25.0% 12 No response 0 .2 .0% 1 Often 1 4.5 4.2% 18 Rarely 15 14.0 62.5% 44 Regularl y 2 1.0 8.3% 2 Total

24 24.0 100.0% 77

Gende r

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SNS An Efficient Marketing Tool

Expected Count % within Gender Count Total Expected Count % within Gender

13.7 15.6% 18 18.0 17.8%

.8 1.3% 1 1.0 1.0%

14.5 23.4% 19 19.0 18.8%

45.0 57.1% 59 59.0 58.4%

3.0 2.6% 4 4.0 4.0%

77.0 100.0% 101 101.0 100.0%

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 6.421a 7.568 101 df 4 4 Asymp. Sig. (2-sided) .170 .109

a. 6 cells (60.0%) have expected count less than 5. The minimum expected count is .24.

Hence, the frequency of participating in events is not associated with the gender of the person.

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REFERENCES
http://hbswk.hbs.edu/item/6156.html http://www.siliconindia.com/shownews/Empowering_brand_awareness_through_social_media_nid-77879.html http://www.brandtology.com/tag/marketing/ http://en.wikipedia.org/wiki/Viral_marketing#Notable_examples http://blog.nielsen.com/nielsenwire/global/social-networking-new-global-footprint/ http://www.ignitesocialmedia.com/social-media-examples/viral-marketing-examples/

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