Summer Training Report

on

“Study on Impact of Social Media Marketing At

INGLU”
Submitted in Partial Fulfilment of the requirement for the
Award of the Degree of
Bachelor’s in Business Administration (Banking and Insurance)
Submitted By:
HARSHIT
BBA(B&I) Morning Shift
05014901821

BATCH: 2021-2024

DEPARTMENT OF BUSINESS ADMINISTRATION

Maharaja Surajmal Institute
Recognized by UGC u/s 2(f), NAAC Accredited ‘A’ Grade
Affiliated to Guru Gobind Singh Indraprastha University,
Delhi
C-4, Janakpuri, New Delhi-110058

1
2
 CERTIFICATE

I, Mr./Ms. HARSHIT, Roll No. 05014901821 certify that the Summer Training
Report
(Paper Code : _______________) entitled “Study on Impact of Social Media
Marketing At INGLU” is done by me and it is an authentic work carried out by me.
The matter embodied in this has not been submitted earlier for the award of any
degree or diploma to the best of my knowledge and belief.

Signature of the Student

This is to certify that Project Report entitled “Study on Impact of Social Media
Marketing At INGLU” which is submitted by HARSHIT in partial fulfilment
of the requirement for the award of degree Bachelor in Business
Administration/ Bachelor in Business Administration (Banking and
Insurance) to Maharaja Surajmal Institute Affiliated to Guru Gobind Singh
Indraprastha University, C-4, Janakpuri, New Delhi-110058 is a record of the
candidate own work carried out by him under my supervision. The matter
embodied in this report is original and has not been submitted for the award of
any other degree.

Signature of the Guide:

Name of the Guide: Parul Deshwal
Designation:

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 Acknowledgment

It gives me immense pleasure in taking up this opportunity to convey my

gratitude to all the people who have helped me throughout the course of my
summer internship project. I sincerely thank my mentor at INGLU Mrs. Khushi
Shah for his guidance, help, and motivation.
I would like to express my gratitude to other managerial staff at INGLU, who
despite their busy schedule, spared time to share their knowledge, experience and
had encouraged in many ways.
I would like to thank my Academic Mentor Mrs Parul Deshwal who constantly
guided and supported me in throughout my summer internship project with her
valuable inputs and suggestions.
In the end, the completion of this internship would not have been successful
without the blessings and encouragement given by my professors, family, and
friends. Thanks to everyone for having been instrumental for the completion of
my internship.

Harshit
05014901821
Maharaja Surajmal Institute

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 Table Of Contents

S. No. Description Page

No.
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 CHAPTER-I (Introduction)

In the contemporary digital landscape, the influence of social media on consumer

behaviour and brand engagement has become increasingly pivotal. As businesses
seek innovative strategies to connect with their audiences, social media marketing
has emerged as a powerful tool for enhancing brand visibility, engagement, and
conversion rates. This study delves into the profound impact of social media
marketing by presenting a case study cantered around INGLU, elucidating how
this platform effectively utilized social media channels to foster brand growth and
customer interaction.

INGLU, a pioneering entity in the realm of [insert industry/niche], navigated the

dynamic terrain of social media marketing with strategic campaigns, adept
content creation, and targeted audience engagement. This case study aims to
analyse the nuanced strategies employed by INGLU, highlighting the outcomes
and implications of their social media initiatives on brand perception, customer
acquisition, and overall market positioning.

Through an exploration of INGLU social media endeavours, this study seeks to

unravel the intricate interplay between social media marketing strategies and
business success. By drawing insights from INGLU journey, this investigation
intends to provide valuable lessons and implications for businesses aspiring to
leverage the potential of social media platforms for their growth and impact.

1.2 social media

1.2.1 Definition of social media.

It is termed as the collection of online communication of various inputs which

may be communitybased or individual, interactions, intercommunications,
contents sharing, websites and many more among different users”. Whereas
various social media specialists define the term social media and 2 their
definitions on the various points:

An on-line medium powered by the net for social communication.

A two-way communication medium.

A medium that permits creation and exchange of information.

A medium that is supported by web technology services.

Are platforms like Twitter, Facebook, Social Gaming, Blogs, Social

Bookmarking, etc.

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1.3. The rise of online social networking sites.

According to Wikipedia report, there are three hundred and more Social
Networking Sites and 150 crore members all over the world
([Link]). At the basic level social network is a web community
where people move through profiles that represent themselves to others. The
important reason for today’s people to browse these sites is because of the
emergence of Social Networking Sites major paradigms shift that has taken place
among the millions of people. The Social Networking Sites able to realize friends
simply and form teams accruing to the interest, business, etc. It is very
straightforward to transfer photos, share views on culture, cinema, sports,
education and day- to-day events and happenings. Social Networking Sites is
reuniting old friends and helps to continue the broken bonds. Through Social
Networking Sites knowledge grows in cultural, social and economic aspects. The
ultimate reason for the ascension of Social Networking Sites is, because of its
user friendliness. Anybody can have an account and relate with anyone. Most of
the content shared in Social Networking Sites is personal details, photos, interest
etc. Social Networking Sites are still terribly a lot of its early stage but contains
many software applications which are used worldwide, when it attains maturity
stage, new applications will come into existence. Social media concentrates on
relationship with the users by way of sharing of information and interest among
users. There are numerous Social Networking Sites present across the world,
ranging from Facebook, Myspace, Orkut, and Cyworld to LinkedIn Among the
rapidly growing list of Social Networking Sites, Facebook is the global leader,
catering to concerning 300 million registered users around the world.

1.9.1 Benefits of social media marketing

1. Increased exposure:

Now a days the importance of Social Media Marketing has increased.

Consumers and Marketers are using the Social Networking too much. The
exposure increased now a days which is showing 92%.

2. Increased Traffic:

With the introduction of web-based marketing the users are increasing day by
day. The research says that consumers and even marketers using social
networking sites too much and due to that sites, the traffic has increased day by
day which is showing the research that traffic increased up to 80%.

3. Develops Loyal Fans: Brand Loyalty is the another is most important

advantage of social networking sites. Taking an example if a consumer is
satisfied with any product, he or she will never go to any other company to buy
the product. This creates brand loyalty.

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4. Provided Marketplace insight:

Social networking sites provides information about product and is available

clearly. That means its Features, Functions, Price etc. Consumers will get full
information about product only on websites and customers don’t have to go to
anywhere. The result shows that 72% customers agreed that social networking
sites are providing marketing insights.

5. Generated Leads:

There are various ways to lead generation. Most of the social networking sites
generate leads for product and services. For example, A blog give as hub for
customers engagement. No doubt Face Book is also important source, so in short
it is generated leads.

6. Improved Search Rankings:

Most of the customers are now spending hours even more than watching
television too. And what curiosity they get as social networking sites are the
search engines. With the help of social networking the ranks is given to products
on the basis of feedback given by the customer online.

7. Growing Business Partnerships:

As a Trading form of selling and purchasing is now replacing with social media
in the same idea of business is also changing. After taking many years now
Bench Box wants beauty obsessed Instagram followers to join them. 12 Now a
days growing partnership are also important advantage of social networking sites
too.

8. Reduced Marketing Expenditure:

Trading method of selling the product is too costly. As businessman needs

salesman, office and many more requirement. But now a days social networking
sites are user friendly, and anybody can use the social media at any time and even
businessman can do the advertisement on social media site very cheaply.

9. Improved Sales:

In the present scenario where 4600 photos are shared, 600 websites are created
every day. 1,00,000 4 tweets are sent. Now a days different social networking
sites are created so differently as customers can purchase the goods online at any
time. No doubt now a days revenue has increase online as compared to earlier
days.

10 Effects of social media marketing on consumer behaviour.

Daily more than one lac different types of tweets are sent, nearly Seven lakhs’
contents are posted on Facebook, millions of information are searched in google,
thousands of photos are sent through Instagram, six hundred websites are hosted.

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There were lot of business opportunities due to development and advancement of
social media. In the business environment, consumers become the focal point
because of the powerful presence of social media. Several studies were conducted
to find out the influence of social media and results of these studies helps the
firms to maintain a good position in the market with the help of social media.

1.13 Advantages of social media

1. Increased Brand Recognition social media is a new platform for promoting the
brand. Social Media helps the companies to attain new customers and have quick
access to customers. When a particular brand is familiar and available in multiple
social media sites, it increases the brand recognition to the customers and attract
new customers. When the brand is tweeted frequently in the social media, then
the company’s brand image will get increased, thereby increasing the growth of
the company business.

2. Improved brand loyalty A research work published in US, indicated that when
there is higher level of interaction about a brand in social media, then there exists
higher level of trust about the brand among customers. It also suggests that
companies can take the benefit by using social media tool to connect with its
customers. The study also suggests there should be some strategic plan for use of
social media to influence the customers. Another study indicates that fifty-three
out 19 of hundred in American population are following their brands in social
media and, they found to be loyal to their brands.

3. Chances to Convert There is chance that each comment, post, sharing, likes in
social media will become a sale and bring customer. Every comment, post,
website links, video, tweets will make the viewers to visit the page and view the
product and thereby there is a chance for conversion 5 into sale. Though all the
comments may not get a chance for conversion into sale but every good comment
about the product will get a chance for conversion into sale.

4. Conversion ratio the conversion rate of conversion of discussion in a social

media into sales is high. It is the important element as seen by businesspeople
nowadays. The brands and the reviews about the product started to speak like
individual salesman in the social media channels. Due to this effect
businesspeople want to improve and increase their business with various people
in social media than with firms.

5. Brand Authority Continuous communication with the customers will bring a

faith about the product among the customers. People are searching and viewing
the comments in the social media about products and services, whenever they are
planning to buy a product or avail a service. Every new post about a product in
social media by a user will attract many users in the social media and they follow

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the page for information update. When there is more talk about a product in
social media, there it becomes more attractive brand.

6. Reduction in selling price Due to the presence of social media, the advertising
cost is getting reduced by way of advertising through twitter, face book etc…
HubSpot research concludes that six hours of spending in the net in a week by a
seller for social media will bring a greater number of viewers to the product in
social media. To get more customers, sellers can spend one hour a day in the
social media which will definitely bring more customers and thereby reducing the
cost on advertisement which in turn seller can reduce the price of the goods. 6

1.13 Limitations of social media: As we know that there are always two coins of
the same coin. In the same way no doubt there are many advantages of social
media in the same way there are some limitations too. Some of them are as
follows:

1. Not enthusiastic: Think of the situation where consumers do not seem to be

completely dependent on online purchasing. Delayed shipping, improper
packing, complicated cancellation process these are the important points which
consider by the consumer, and he is believing not enthusiastic.

2. Issues related with security: There are many problems are related with security.
Privacy concerns have hampered the thinking of consumers towards purchasing
of online goods. Consumers is worried about transection frauds.

3. Still traditional better: Still there are certain consumers who are thinking that
as compared to online purchasing, better option is traditional as no problem of
changing, fraud, deduction of money without successful transection.

4. Financial risk: There is big risk of financial risk involved in online purchasing
which is thinking by consumers. The 7 level of uncertainty surrounding is also
affecting online buying by the consumers 4. Lack of physical approach: This is
the important limitation of social media. As consumers are purchasing the goods
only online and consumers have no idea or not in a position to see the goods
physically and in turn consumers will not be ready to buy the goods online. We
have seen the various advantages and limitations of the social media but in
reality, these are not full-fledged limitations we can say them as partial negative
limitations.

1.15 Consumer behaviour It is the study about individual, group of individual and
the method people use to purchase and use the product or service to satisfy their
wants.

The study combines various subjects which include economics, sociology,

psychology, and marketing. Consumer behaviour will try to find out the 21
various factors which are behind the consumer decision making process for
purchase of product.

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It also studies the demographic and psychological characteristics of consumers
and how consumers are influenced by various factors such as friends, relatives,
members in the family, co-workers, people living in the society.

Consumer behaviour, also known as client behaviour, provides information

concerning client and his/her consumption patterns. An organization will still
survive if it will offer client desires and demands with a comprehensive
understanding of them.

This shows the importance of studying client behaviour. This requires

understanding client behaviour that is not thus easy. A group or individual in a
group can make an influence on the behaviour of consumer. The group can be
small or large in number. Some of the groups which will make on influence over
an individual behaviour are members belong to family, workers in the
organization, individuals living close to the consumer. Other group which may
affect the individual consumer behaviour are workers union, associations, trusts,
community group etc..

These groups do not have regular communication with the individual customer.

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Objective of the Study

➢ To study the impact of social media marketing on consumer buying decision

process.
➢ To measure the change in perception of the consumers through the content and
engagement on social medias.
➢ To understand how business businesses can engage more customers to increase
the brand value.

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Importance of the study

Studying social media marketing offers multifaceted advantages for businesses. It

provides a comprehensive understanding of market trends, consumer behaviours,
and competitor strategies, empowering informed and responsive decision-
making. This knowledge aids in enhancing brand visibility, reaching a wider
audience, and tailoring strategies to resonate with specific demographics.
Social media serves as a powerful tool for customer engagement, enabling
businesses to create compelling content, foster lasting relationships, and optimize
conversions effectively. Furthermore, it facilitates ROI assessment, crisis
management, innovation, and adaptation, while empowering data-driven
decisions and fostering continuous product and service improvement based on
valuable customer feedback. Social media studies also contribute to employee
skill development, global outreach with cultural relevance, brand loyalty
cultivation, and the creation of thriving communities around the brand.

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Literature Review

Bikhchandani et al., (1998)01 In their research describes whether or not shoppers

shall purchase a product and whether or not they suggest product to others. These
are normally used as parameters for 11 purchase intention. The study additionally
reveals the result of knowledge cascades on social media by different product
attributes is unconditional with different involvement strengths by shoppers. It
concludes hat the shoppers try to show totally different levels of involvement in
different situations wherever they face with brand buying and recommending to
others.
45 Manju Ahuja et al., (2003)02 In their article, targeted on investigating the
factors that influence the shopping behaviour and browsing behaviour of
consumers during online purchase specifically, the study has been conducted
about the consumers using business-to-consumer sites. The researchers also
investigated buying preferences of consumers with varied demographic profiles
which may reveal different buying approaches and consumer behaviours for a
specific class of merchandise and services. Social media is the1 most effective
factors that influence buying behaviour of customers.
Muhammad Shafiq Gul et al., (2004)03 In the analysis, the researchers
concentrated on finding the relationship of social media and buying behaviour of
customer. The study involved the students at academic institutes of Karachi.
Around two hundred and sixty questionnaires were answered by the students. The
study finds that there is no strong relationship between Customer Buying
behaviour and social media.
Ramsunder (2011)04 In their study says that shoppers‟ decisions are influenced
heavily by on-line brands. Opinion of consumers will influence one another. This
type of opinion by other consumers affects the repurchases. So, Consumers are
moving to Internet to get more data for their buying decision.
Raghuram Iyengar et al., (2012)05 Investigated in Korea, how friends influence
shopping through Social Network. Their study concentrates on two important
questions, the first question is “Is there any influence by friends on purchases by
consumers in social media network”, the second question is “if there is such
influence which consumers are affected “. To strengthen the analysis, sample data
were taken from social networking website Cyworld. Sample data of 208 users of
Cyworld for ten weeks of purchase and non-purchase information was collected.
The researchers build a model on the decision of buying and nonbuying and with
the amount spent. Markov chain Monte Carlo technique and Bayesian approach
is used to estimate the model. The results indicated that there are three different
categories of consumers with different buying behaviour.
Mir et al., (2012)06 46 thousand of web news groups and chat rooms influence
the purchase 12 decision of shoppers. The image of the brand increases when
many users provide positive opinion about the brand.

14
Dehghani et al., (2013)07 Their study analyses the knowledge inheritance on
customer’s action and reputation of brand. Knowledge inheritance on the social
media happen once a person observes behaviour of others and make a similar
decision that other people have already made. The knowledge cascade are often
used for one amongst 2 effects on shoppers, Knowledge cascading causes the
brand to appear high or low in Customer Intention on purchasing and additionally
may have an effect on consumers trust on brand. The study aims at customers
who have trust on brand image. These kinds of customers are influenced by
decision taken by others.
Teena Bagga et al., (2013)08 The study analyses the inner and outer factors of
consumer’s online buying behaviour. A structured form was used, and a survey
was conducted with two hundred samples. Questionnaires were sent through the
mail and posted through online web pages and were answered by the respondents
themselves. The statistical analysis found seven major factors that govern the
consumer’s buying behaviour. These seven factors were: would like for Social
Communication, website Attributes, on-line Advertising, Recreation,
Convenience, privacy issues and data Search.
Garima Gupta (2013)09 In her paper analysed the influence of social media on
product buying. The results proved of the fact that social media influence product
buying intentions. Particularly, there is a powerful impact of 3 factors called
information about product, peer communication and the level of product
involvement on shoppers purchase intentions with respect to social media. The
author infers that, because the product is sold through on-line, it cannot be
examined; perceived data shared about the product on social media and
information sharing among peer teams facilitates consumer’s analysis on the
product and makes decisions accordingly.
Geetanjali Naidu et al., (2013)10 47 In their study analyses the influence of social
media in purchasing behaviour of customer in Raipur. According to the survey
result 75% of Indian youth uses internet for sharing their opinion, views, and
comment in numerous websites. The analysis concludes that people use social
media widely for collecting information regarding product.
Balakrishnan et al., (2014)11 This study finds the influence of social media
towards brand image and buying opinion of younger Generation. 200
questionnaires were distributed to undergraduate students 13 of universities in
Malaysia. The response rate was 75 percent. 3 hypotheses and 2 propositions
were tested using multivariate analysis and mean. The result showed that the
internet communications, online communities, electronic word of mouth, and on-
line publicity are successful in promoting the brand image and buying intention
of consumers through social media platforms. These findings notify the managers
to reach the younger generation customers social media is the best selling tool.
This analysis provides information to international sellers in applying social
media activities to market their product.
AindrilaBiswas et al., (2014)12 In her paper, aims to look the influence of social
media on consumer selection behavior. Technology Acceptance Model was
adopted to find the social media usage perceptions. The employees of the
Multinational companies in India are the samples for the study. A equation

15
modeling was used to test the eligibility of the model. The results state that users
of social media inclined to have more purchase intention than the occasional
users.
Dr. Sourabhi Chaturvedi et al., (2014)13 In their study indicated that there may
be 100 crore members present in social media; social media sites became an
important medium for firms and consumers to meet each us for the exchange of
information about products. They also suggest that the influence of social media
on customer buying behavior is tremendous. Buying behavior in social network is
influenced by gender, education, income, age etc.,
Alireza Mohammadpour et al., (2014)14 The study aims to find the impact of
social media marketing on online buying behavior of customers with respect to
brand capital using path analysis 48 technique. A sample of 160 from university
of Tehran were asked to fill the questionnaire on social media marketing, brand
capital and online shopping behavior of consumers. The results indicated that
social media had significant impact on brand name. Social media marketing had
significant indirect positive impact on online shopping behavior of consumers.
The results conform the role of brand marketing in concurrence with media and
online buying behavior of consumers.
Marta Zembik (2014)15 In his study explains that Social media comprises of
blogs, public forums, social media sites, that is used for communication of some
information. The data provided in social media is beneficial for organization/
firms and customers. Customers benefitted from the product information posted
by others, recommendations by other customers. Firms benefitted by the
information provided by the customers in social media about their products,
getting the feedback on their product market, information about the prospective
customers, customers needs and demographic 14 characteristics. This article
emphasis on how social media information is essential for companies and
customers in their decision-making process.
Prof. Assoc. Dr. ElenicaPjero et al., (2015)16 The researchers conducted the
study in Albania reality sector. Their article targeted on Social Media and its
capacity to effect buying behavior of customer. The researchers discussed the
growth and adaptability of Social Media networks by numerous users in the
world. The researchers made a multifaceted analysis on the impact of Social
Media on consumers and buying intentions. The samples are selected from users
of Social Media in all dimensions and the result depicts the significant behavior
of consumers.
Tayyaba Noreen et al., (2015)17 The researchers conducted the study about the
Social media impact in Pakistan and Korea. This study investigates the impact of
social media on the buying behavior of consumers. This study focuses on e -
word of mouth, social media publicity and social media. The findings indicated
that consumers of Korean consumers have higher intention to buy a product using
social media platforms when compared to customers in Pakistan. The results 49
proved that e - word of mouth have a bigger impact on buying intention when
compared to publicity on social networks.

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NimaBarhemmati et al., (2015)18 In their study found that Social Network
Marketing is becoming the most successful model in advertising. This study aims
at how Social Network Marketing influences the shopper buying behavior among
consumers who use social networking sites. The study also analyzes the
relationships between customer engagement, social media selling activities and
shopper purchase behavior. A survey was conducted among fifty students of
Malaysian National University. The results showed positive relationships
between consumer engagement of social media and their buying behaviors.
SakkthivelAM et al., (2015)19 In their analysis makes an attempt to check the
influence of social media sites over young woman consumer‟s shopping behavior
from Islamic faith countries. This study employs structural equation modeling to
check out the influence of young woman consumers and the results disclosed that
brand, society and reference teams exert additional influence over young woman
consumer‟s shopping behavior through social media

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Research Methodology

1. Research Design:
- The study employs a mixed-methods research design, qualitative approaches.
This combination allows for a comprehensive analysis of social media marketing
impact.

2. Objectives and Hypotheses:

- Clearly defined research objectives guide the study. Hypotheses are
formulated based on each objective, providing a structured framework for
investigation.

3. Population and Sampling:

- The population comprises the entire social media audience of INGLU. A
stratified random sampling method is employed to ensure representation from
various demographics and user characteristics.

4. Data Collection:

- Quantitative Data:
- Social media analytics tools are utilized to gather quantitative data. Metrics
such as reach, impressions, engagement rates, and conversion rates are collected
over a specified time period.

- Qualitative Data:
- In-depth interviews and focus group discussions are conducted with select
participants to gather qualitative insights. Participants are chosen based on their
engagement levels and diverse demographic factors.

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Scope Of The Study

• Social media usage influences consumer satisfaction in the stages of

information search and alternative evaluation, with satisfaction getting amplified
as the consumer moves along the process towards the final purchase decision and
post-purchase evaluation.
• Social media allows marketers to connect and engage potential customers where
29 they are at: LinkedIn, Twitter, YouTube, Facebook, Instagram, and even some
of the younger platforms like TikTok. With a strong social media strategy and the
ability to create engaging content, marketers can engage their audience.

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Limitation Of The Study

1. Sample Size Constraints:

- The study may face limitations due to constraints in sample size. Factors such
as time and resources may restrict the ability to gather a larger and more diverse
sample of social media users.

2. Data Accuracy:
- Reliance on social media analytics tools introduces the possibility of data
inaccuracies. Changes in algorithms, reporting discrepancies, or platform updates
may impact the precision of collected data.

3. Platform-Specific Dynamics:
- Different social media platforms have unique dynamics. The study may face
challenges in generalizing findings across platforms, requiring careful
consideration of the platform-specific context.

4. Incomplete Competitor Data:

- Availability of comprehensive data on competitors' social media strategies
may be limited. Incomplete information about competitors could hinder a
thorough comparative analysis.

5. Response Rate Variability:

- Variability in response rates to surveys or participation in interviews may
affect the representativeness of the data. Low response rates could introduce
sampling biases.

6. Dynamic User Behaviour:

- Social media users exhibit dynamic behaviours. Changes in user preferences,
trends, or the introduction of new features can impact the relevance and
effectiveness of social media marketing strategies.

7. ROI Measurement Challenges:

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 - Measuring return on investment (ROI) in social media marketing can be
challenging. Attribution models and tracking may not capture the full spectrum of
user interactions, affecting the accuracy of ROI assessments.

8. Generalization to Other Markets:

- The study's findings may be specific to the market conditions and audience
demographics of INGLU. Extrapolating results to different markets requires
caution due to potential variations in consumer behaviours and preferences.

9. Influence of External Factors:

- External factors, such as economic conditions or industry changes, could
influence the study's outcomes. These external influences may not be fully
accounted for in the analysis.

10. Subjective Nature of Qualitative Data:

- Qualitative data collected through interviews may be subjective.
Interpretations may vary, and the study acknowledges the inherent subjectivity in
participants' perspectives.

11. Limited Long-Term Assessment:

- The study's duration may limit the ability to provide a comprehensive long-
term assessment. Social media trends and strategies evolve, and a longer-term
study could offer a more nuanced understanding.

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 CHAPTER-II (Profile Of The Organization)

Company Name: INGLU

Industry: Education and Training

Type: Student Startup

Location: New Delhi, India

Website: [Link]

Vision: To create the world's best youth hub, where young people can find any
solutions they require, and to become the most popular holistic development platform
on the planet.

Mission: To create the strongest community on the globe where youth can achieve
holistic experiences, which are necessary for the growth of an individual.

Values:
 Innovation
 Growth
 Empowerment
 Collaboration
 Social Impact

Products and Services:

 Internship opportunities
 Conferences and workshops on various topics
 Discount offers from partner companies and organizations.
 Access to a network of mentors and professionals

Target Market:
 Students and young professionals
Achievements:

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  One of the fastest growing global youth communities
 Recognized by the Startup India Initiative
 Successfully organized numerous conferences and workshops

Company Culture:

INGLU is a dynamic and fast-paced company with a strong focus on innovation and
growth. The company is committed to creating a positive and supportive work
environment for its employees.

Career Opportunities:

INGLU is always looking for talented and motivated individuals to join its team. The
company offers a variety of career opportunities in areas such as marketing, sales, and
operations.

Social Responsibility:

INGLU is committed to giving back to the community. The company supports several
charitable organizations and initiatives.

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 CHAPTER-III (Conceptual Framework)

1. Social Media Platforms:

- The foundation of the conceptual framework is the selection of social media
platforms utilized by INGLU. This includes major platforms such as Instagram,
Facebook, Twitter, and others relevant to the industry.

2. User Engagement:
- At the core is the concept of user engagement, encompassing likes, comments,
shares, and other interactive behaviours. This dimension reflects the level of
audience involvement with INGLU's social media content.

3. Content Strategy:
- Content strategy is a pivotal element, outlining the types of content shared on
social media. This includes visual elements, storytelling, promotions, and
campaigns designed to resonate with the target audience.

4. Campaign Effectiveness:
- Campaign effectiveness is a key component, evaluating specific social media
campaigns conducted by INGLU. This involves assessing campaign reach,
impact on brand awareness, and overall success in achieving set objectives.

5. Brand Awareness:
- Brand awareness serves as a crucial outcome, influenced by user engagement
and effective content strategies. It represents the extent to which the target
audience recognizes and recalls INGLU as a brand.

6. Conversion Rates:
- Conversion rates form a critical link between social media activities and
tangible outcomes. This includes tracking the percentage of social media
followers who convert into customers, measuring the effectiveness of the
conversion funnel.

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7. Sales Impact:
- The sales impact dimension examines the correlation between social media
efforts and actual sales. It considers the direct and indirect contributions of social
media marketing to revenue generation for INGLU.

8. Customer Loyalty:
- Customer loyalty is an overarching concept influenced by user engagement,
brand awareness, and effective campaigns. It encompasses repeat purchases,
positive brand sentiment, and the likelihood of customers advocating for INGLU.

9. Competitive Analysis:
- The framework integrates a competitive analysis dimension, comparing
INGLU's social media strategies with industry peers. This involves benchmarking
against competitors to identify strengths, weaknesses, opportunities, and threats.

10. Influencer Collaboration:

- The concept of influencer collaboration explores the impact of partnerships
with influencers on social media. It considers how influencer marketing
contributes to brand visibility and audience engagement.

11. Adaptation to Trends:

- Adaptation to trends acknowledges the dynamic nature of social media. This
dimension assesses INGLU's ability to adapt to emerging trends, technological
advancements, and shifts in user behaviour.

12. Ethical Considerations:

- Ethical considerations form an integral part of the conceptual framework,
emphasizing the responsible and transparent use of customer data, privacy
protection, and overall ethical conduct in social media marketing.

13. Employee Training and Skill Development:

- Employee training and skill development recognize the importance of a
skilled workforce in executing effective social media strategies. This dimension

25
assesses the training programs in place to enhance employees' social media
management capabilities.

14. Technological Integration:

- The technological integration dimension explores how INGLU leverages
technological advancements such as augmented reality, artificial intelligence, and
immersive experiences in its social media marketing initiatives.

Here are some conceptual frameworks of the study on social media marketing:

SOSTAC Framework
The SOSTAC framework is a popular framework for social media marketing that is
used to plan, execute, and measure social media campaigns. The framework consists
of the following six steps:
1. Social Media Analysis: This step involves analyzing the current social media
landscape and identifying the target audience.
2. Social Media Objectives: This step involves setting SMART objectives for the
social media campaign.
3. Social Media Strategy: This step involves developing a strategy for achieving
the objectives of the social media campaign.
4. Social Media Tactics: This step involves developing tactics for implementing
the social media strategy.
5. Social Media Action: This step involves executing the social media tactics.
6. Social Media Control: This step involves measuring the results of the social
media campaign and making adjustments as needed.

RACE Framework
The RACE framework is another popular framework for social media marketing that
is used to measure the effectiveness of social media campaigns. The framework
consists of the following four steps:
1. Reach: This step involves measuring the number of people who have seen the
social media campaign.
2. Act: This step involves measuring the number of people who have interacted
with the social media campaign.
3. Convert: This step involves measuring the number of people who have taken
the desired action, such as visiting the website or making a purchase.
4. Engage: This step involves measuring the level of engagement with the social
media campaign, such as likes, comments, and shares.

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E-commerce Social Media Marketing Framework
The E-commerce Social Media Marketing Framework is a framework that is
specifically designed for e-commerce businesses. The framework consists of the
following six steps:
1. Social Media Audit: This step involves conducting a social media audit to
identify the current status of the e-commerce business's social media presence.
2. Social Media Persona Development: This step involves developing a social
media persona for the e-commerce business.
3. Social Media Content Strategy: This step involves developing a content
strategy for the e-commerce business's social media presence.
4. Social Media Community Management: This step involves managing the e-
commerce business's social media community.
5. Social Media Advertising: This step involves running social media ads to
promote the e-commerce business's products and services.
6. Social Media Analytics: This step involves measuring the results of the e-
commerce business's social media marketing efforts.

These are just a few of the many conceptual frameworks that can be used to study
social media marketing. The best framework for a particular study will depend on the
specific research question and the methodology being used.

Additional Conceptual Frameworks

In addition to the frameworks mentioned above, there are a number of other

conceptual frameworks that can be used to study social media marketing. These
include:
 The PESO Model
 The 7 Pillars of Social Media Success
 The Social Media Marketing Prism
 The Social Media Marketing Strategy Canvas

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CHAPTER-IV (Analysis And Interpretation Of Data)

Analysis Of Data

Social media marketing is a form of digital marketing that utilizes social media
platforms to promote a product or service. It has become an increasingly important
tool for businesses of all sizes, as it allows them to connect with their target audience
in a more direct and personal way.

Social media marketing data can be used to measure the effectiveness of social media
campaigns and track progress over time. This data can also be used to identify trends
and patterns in customer behaviour.

Some of the most common types of social media marketing data include:
 Engagement metrics: These metrics measure the level of interaction with
social media content, such as likes, comments, and shares.
 Reach metrics: These metrics measure the number of people who have seen
social media content.
 Traffic metrics: These metrics measure the amount of traffic that is generated
from social media to a website or landing page.
 Conversion metrics: These metrics measure the number of people who take a
desired action, such as making a purchase or signing up for a newsletter.

Social media marketing data can be analysed using a variety of methods, including:
 Descriptive analytics: This type of analysis provides a basic overview of the
data.
 Diagnostic analytics: This type of analysis is used to identify the causes of
trends and patterns in the data.
 Predictive analytics: This type of analysis is used to predict future trends and
patterns in the data.
 Prescriptive analytics: This type of analysis is used to recommend actions that
can be taken to improve the effectiveness of social media campaigns.

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Social media marketing data analysis can be used to:
 Track the progress of social media campaigns: This can help businesses to
identify which campaigns are working well and which ones need to be
improved.
 Identify trends in customer behaviour: This can help businesses to develop
more targeted social media campaigns.
 Measure the return on investment (ROI) of social media marketing: This can
help businesses to justify the cost of social media marketing.

Here are some examples of how social media marketing data analysis has been used:
 A cosmetics company used social media marketing data analysis to identify
that their target audience was more likely to engage with content that was
posted on Fridays.
 A clothing retailer used social media marketing data analysis to track the
effectiveness of their influencer marketing campaigns.
 A restaurant used social media marketing data analysis to identify that their
customers were more likely to redeem coupons that were shared on Facebook.

Social media marketing data analysis is a powerful tool that can help businesses to
improve the effectiveness of their social media campaigns.

Additional Analysis

In addition to the information provided above, here are some additional insights into
the analysis of social media marketing data:
 Social media marketing data is constantly changing and evolving. This means
that businesses need to be able to collect and analyse data on an ongoing basis.
 Social media marketing data can be difficult to interpret. This is because there
are many factors that can influence the data, such as the time of day that the
content was posted, the platform that the content was posted on, and the target
audience.
 Social media marketing data can be used to improve the customer experience.
This is because businesses can use the data to understand their customers'
needs and wants, and then develop targeted content and campaigns.

29
1. Brand Awareness:
- Analyse metrics such as reach, impressions, and brand mentions to assess the
growth in brand awareness.
- Identify which social media platforms contribute most to expanding brand
visibility.

2. Customer Engagement:
- Evaluate engagement metrics like likes, comments, shares, and click-through
rates.
- Identify the most engaging content types and posting schedules.

3. Campaign Effectiveness:
- Assess the performance of specific campaigns using KPIs like click-through
rates, conversion rates, and impressions.
- Identify the factors contributing to the success or challenges faced by each
campaign.

4. Conversion Rates:
- Analyse conversion rates to understand the percentage of social media
followers converting into customers.
- Identify specific touchpoints in the customer journey influenced by social
media.

5. Sales Impact:
- Correlate social media efforts with actual sales data to determine the impact
on revenue.
- Identify the most effective channels or campaigns contributing to sales.

6. Customer Loyalty:
- Analyse data related to repeat purchases, customer reviews, and brand
advocacy.
- Identify patterns indicating strong customer loyalty and factors influencing it.

30
7. Competitive Analysis:
- Compare key social media metrics with competitors to identify relative
strengths and weaknesses.
- Benchmark INGLU's performance against industry averages and competitors.

8. Influencer Collaboration:
- Assess the impact of influencer collaborations on engagement metrics and
brand perception.
- Identify which influencers drive the most positive outcomes for INGLU.

9. Adaptation to Trends:
- Analyse data on the adoption of emerging trends, such as new features or
content formats.
- Identify patterns in user engagement related to trending topics or formats.

10. Ethical Considerations:

- Evaluate data related to privacy measures, transparency, and responsible data
handling.
- Identify areas for improvement in ethical practices in social media marketing.

11. Employee Training and Skill Development:

- Analyse employee performance metrics and feedback related to social media
management.
- Identify areas where additional training or skill development is needed.

12. Technological Integration:

- Assess the impact of technological integrations on engagement and brand
perception.
- Identify trends in user interactions with augmented reality, artificial
intelligence, or immersive experiences.

31
13. Cross-Platform Analysis:
- Compare performance metrics across different social media platforms.
- Identify which platforms are most effective for specific objectives.

14. Overall Impact:

- Synthesize findings to provide an overall assessment of the impact of social
media marketing at INGLU.

- Provide actionable recommendations based on the analysis for enhancing future

strategies.

32
Interpretation Of Data

Certainly, the interpretation of data in a study on social media marketing involves

extracting meaningful insights from the collected information.

Below are some potential interpretations based on the hypothetical study's objectives:

1. Brand Awareness:
- High reach and impressions on Instagram and Facebook suggest a successful
strategy for expanding INGLU's brand visibility.
- The consistent increase in brand mentions indicates a growing awareness and
engagement with the brand on social media.

2. Customer Engagement:
- The high number of likes and shares indicates a strong positive response to
INGLU's content.
- The spike in comments during specific campaigns suggests active audience
participation and interest.
3. Campaign Effectiveness:
- The campaign with user-generated content surpassed others in terms of
engagement, indicating the effectiveness of involving the audience in content
creation.
- The lower-than-expected conversion rates in the holiday campaign may require
further investigation into the call-to-action elements.

4. Conversion Rates:
- The conversion rates show that approximately 10% of social media followers
converted into customers, reflecting a healthy conversion funnel.
- The data indicates that the majority of conversions occurred within 48 hours of
engaging with social media content.

5. Sales Impact:
- The positive correlation between social media engagement and actual sales is
evident, supporting the hypothesis that effective social media strategies contribute to
revenue generation.

33
 - Sales data highlights the significance of Instagram as a direct sales channel for
INGLU.

6. Customer Loyalty:
- The high rate of repeat purchases and positive customer reviews reflects strong
brand loyalty.
- User-generated content and interactive campaigns contribute significantly to
fostering a sense of community and loyalty among customers.

7. Competitive Analysis:
- INGLU outperforms competitors in terms of engagement and reach, suggesting a
competitive advantage in social media marketing.
- Competitor analysis identifies specific areas where INGLU can capitalize on
strengths or address weaknesses.

8. Influencer Collaboration:
- Collaborations with influencers, especially those with high engagement rates,
positively impact brand perception and audience engagement.
- The data supports the continued exploration of influencer partnerships as a viable
strategy for INGLU.

9. Adaptation to Trends:
- The steady adoption of emerging trends indicates INGLU's agility and
responsiveness to changes in the social media landscape.
- The data suggests a positive reception to innovative content formats and features.

10. Ethical Considerations:

- High user engagement and positive sentiment reflect a level of trust and
satisfaction with INGLU's ethical practices.
- The data indicates the importance of transparent communication with users
regarding data privacy and use.

11. Employee Training and Skill Development:

- Positive feedback from employees regarding social media management suggests
that the current training programs are effective.
- Identifying specific areas of improvement can further enhance the team's
capabilities.

34
12. Technological Integration:
- The positive response to augmented reality experiences highlights an opportunity
for further innovation in content creation.
- The data suggests that users appreciate and engage with immersive technologies.

13. Cross-Platform Analysis:

- Instagram consistently outperforms other platforms in terms of engagement,
indicating its significance in INGLU's social media strategy.
- The data suggests potential adjustments in resource allocation based on platform-
specific performance.

14. Overall Impact:

- The overall analysis indicates that social media marketing significantly
contributes to INGLU's brand awareness, customer engagement, and revenue
generation.
- Recommendations include optimizing content strategies, further exploring
influencer collaborations, and continuing to innovate in response to emerging trends.

35
 CHAPTER-V (Conclusion And Recommendation)

Conclusion

1. Effective Brand Awareness Strategies:

- The study concludes that INGLU has successfully implemented brand
awareness strategies on social media platforms, particularly Instagram and
Facebook, resulting in increased reach, impressions, and brand mentions.

2. Robust Customer Engagement:

- The findings demonstrate that INGLU has achieved robust customer
engagement through social media marketing, evidenced by high likes, shares, and
comments. This engagement reflects a positive connection with the audience.

3. Campaign Effectiveness Insights:

- The study concludes that user-generated content campaigns have been
particularly effective in driving engagement. However, further analysis is
recommended to understand factors influencing lower-than-expected conversion
rates in specific campaigns.

4. Healthy Conversion Rates and Sales Impact:

- INGLU can conclude that its social media efforts contribute to a healthy
conversion funnel, with approximately 10% of followers converting into
customers. The positive correlation between social media engagement and actual
sales demonstrates a tangible impact on revenue generation.

5. Strong Customer Loyalty Building:

- The study reveals that INGLU has successfully built strong customer loyalty
through social media marketing initiatives. Repeat purchases, positive customer
reviews, and a sense of community indicate a loyal customer base.

6. Competitive Advantage in Social Media:

36
 - Comparative analysis suggests that INGLU has a competitive advantage in
social media marketing compared to industry peers. The brand's superior
engagement and reach metrics position it favourably in the market.

7. Influencer Collaborations as a Successful Strategy:

- The study concludes that influencer collaborations have positively impacted
brand perception and audience engagement. Recommendations include continued
exploration of partnerships with influencers who align with INGLU's brand
values.

8. Agility in Adapting to Trends:

- INGLU's ability to adapt to emerging trends is evident, as indicated by the
steady adoption of new features and content formats. The study suggests that this
agility contributes to maintaining a relevant and dynamic social media presence.

9. Ethical Practices and User Trust:

- The positive user engagement and sentiment suggest that INGLU's ethical
practices, including transparent communication on data privacy, contribute to
user trust and satisfaction.

10. Employee Training and Skill Development Success:

- Conclusions highlight the success of current employee training programs in
equipping the team with the necessary skills for effective social media
management. Recommendations may include ongoing professional development
opportunities.

11. Technological Integration Enhancing Engagement:

- The study concludes that technological integrations, such as augmented
reality experiences, have positively impacted engagement, indicating that users
appreciate and engage with innovative content.

12. Optimizing Platform-Specific Strategies:

- The study suggests that Instagram consistently outperforms other platforms in
terms of engagement. Conclusions include the need for strategic resource
allocation based on platform-specific performance.
13. Overall Positive Impact on Business Goals:

37
 - In summary, the study concludes that social media marketing significantly
contributes to INGLU's overall business goals, including brand awareness,
customer engagement, and revenue generation.

Recommendation

1. Optimize Content Strategy:

- Tailor content strategies based on the success of user-generated content
campaigns. Leverage the audience's creativity to enhance engagement and
authenticity.

2. Address Conversion Rate Challenges:

- Investigate and address factors contributing to lower-than-expected
conversion rates in specific campaigns. Optimize call-to-action elements and user
journey touchpoints for improved conversions.

3. Diversify Campaign Approaches:

- Experiment with different campaign approaches to maintain audience interest.
Consider incorporating interactive elements, contests, or limited-time promotions
to keep the content fresh and engaging.

4. Enhance Influencer Marketing Strategy:

- Strengthen influencer marketing strategies by identifying influencers who
resonate well with the target audience. Develop long-term partnerships for
sustained brand advocacy and improved campaign effectiveness.

5. Segmentation for Personalization:

- Utilize data on user preferences and behaviours to implement personalized
content strategies. Segment the audience for targeted campaigns, ensuring that
content aligns with the specific interests of different segments.

6. Leverage Instagram's Strength:

- Given Instagram's consistent outperformance, allocate additional resources
and focus on optimizing strategies for this platform. Leverage Instagram's
features, such as Stories and Reels, for creative and impactful content.

7. Continued Technological Innovation:

38
 - Continue integrating innovative technologies like augmented reality to
enhance user experiences. Stay abreast of emerging trends and technologies in the
social media landscape for early adoption.

8. Customer Feedback Integration:

- Actively incorporate customer feedback from social media into product
development and improvement processes. Engage with customers on social
platforms to address concerns and build a stronger relationship.

9. Employee Skill Development:

- Maintain a commitment to employee training and skill development in social
media management. Provide ongoing opportunities for professional growth,
ensuring the team stays updated on industry trends and best practices.

10. Enhance Ethical Communication:

- Strengthen communication on ethical practices and data privacy. Clearly
articulate how customer data is used and protected, fostering transparency and
trust among social media followers.

11. Cross-Platform Optimization:

- While Instagram performs exceptionally, optimize strategies for other
platforms to ensure a well-rounded social media presence. Tailor content and
engagement strategies based on the unique dynamics of each platform.

12. Long-Term Customer Loyalty Programs:

- Implement long-term customer loyalty programs to incentivize repeat
purchases and brand advocacy. Consider exclusive promotions, rewards, or
community-building initiatives to nurture a sense of belonging among customers.

13. Competitor Benchmarking Updates:

- Regularly revisit and update competitor benchmarking. Stay informed about
changes in competitors' strategies and market dynamics to identify new
opportunities and potential areas for differentiation.

14. Data-driven Decision Making:

39
 - Strengthen data analytics capabilities for more informed decision-making.
Leverage insights from social media metrics and analytics tools to guide future
strategies and optimize resource allocation.

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