impact and effectiveness of social media advertising on young working women's buying behaviour ...

448 Pages·2015·3.28 MB·English

IMPACT AND EFFECTIVENESS OF SOCIAL
MEDIA ADVERTISING ON YOUNG WORKING
WOMEN’S BUYING BEHAVIOUR WITH
REFERENCE TO CONSUMER ELECTRONICS - A
STUDY OF SELECTED CITIES IN
MAHARASHTRA AND GUJARAT.
THESIS SUBMITTED TO D.Y.PATIL UNIVERSITY, DEPARTMENT
OF BUSINESS MANAGEMENT IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
DOCTOR OF PHILOSOPHY
IN
BUSINESS MANAGEMENT
SUBMITTED BY
MS. SHALAKA AYAREKAR
(ENROLLMENT NO. DYP-PhD-116100013)

RESEARCH GUIDE
DR. R. GOPAL
DIRECTOR AND HEAD OF DEPARTMENT
D.Y.PATIL UNIVERSITY,
DEPARTMENT OF BUSINESS MANAGEMENT
SECTOR 4, PLOT NO. 10,
C.B.D. BELAPUR, NAVI MUMBAI - 400614.
FEBRUARY 2015
1
Impact and effectiveness of social media advertising
on young working women’s buying behaviour with
reference to consumer electronics – A study of
selected cities in Maharashtra and Gujarat.

2
DECLARATION
I hereby declare that the thesis entitled “Impact and effectiveness of Social media
advertising on young working women’s buying behaviour with reference to
consumer electronics – A study of selected cities in Maharashtra and Gujarat”
submitted for the Award of Doctor of Philosophy in Business Management at the
D.Y.Patil University, Department of Business Management is my original work and
the thesis has not formed the basis for the award of any degree, associate-ship,
fellowship or any other similar titles.
The material borrowed from other sources and incorporated in the thesis has been
duly acknowledged.
I understand that I myself could be held responsible and accountable for plagiarism, if
any, detected later on.
The research papers published based on the research conducted out of an in the course
of the study are also based on the study and not borrowed from other sources.

Place : Navi Mumbai Signature of the candidate
Date : Enrollment No.: DYP-PhD-116100013

3
CERTIFICATE
This is to certify that the thesis entitled “Impact and effectiveness of social media
advertising on young working women’s buying behaviour with reference to consumer
electronics - A study of selected cities in Maharashtra and Gujarat” and submitted by
Ms. Shalaka Ayarekar is a bonafide research work for the award of the Doctor of
Philosophy in Business Management at the D.Y.Patil University Department Of
Business Management in partial fulfilment of the requirements for the award of the
Degree of Doctor of Philosophy in Business Management and that the thesis has not
formed the basis for the award previously of any degree, diploma, associate-ship,
fellowship or any other similar title of any University or Institution.
Also certified that the thesis represents an independent work on the part of the
candidate.

Place : Navi Mumbai.
Date :

Signature of the Head of the Department Signature of the Guide

4
ACKNOWLEDGEMENT
I am grateful to D.Y.Patil University, Department of Business Management for
having given me an opportunity of career enhancement by carrying out the current
research work.
I am extremely thankful to my guide, mentor, philosopher Dr. R. Gopal for having
guided me with his valuable inputs and extending all his support throughout my
research work. Without his able and valuable guidance and support this would not
have been possible.
I would also like to thank my colleagues, the IT Lab staff especially Mr. Sandeep
Surve, librarian Ms. Vanda Salgaonkar and the administration staff for helping me
wherever needed.
I would also like to thank Prof. Dr. Pradip Manjrekar, for his guidance.
I sincerely thank my mother, father and brother for their limitless support and for
always being a source of encouragement to me.
Lastly I also thank everyone who have been directly and indirectly instrumental in the
completion of my dissertation.

Place : Navi Mumbai.
Date : Signature of the candidate

5
CONTENTS
Chapter Section Title Page No.
List of Tables 10
List of Figures 35
List of Abbreviations 36
Executive Summary 37
1 Introduction 58
1.1 Concept of Social Media, Advertising, 58
Advertising on Social Networking sites and
Consumer Behaviour
1.2 Origin Of Social Media 60
1.3 Popularity of Social Media 60
1.4 Advertising 61
1.5 Social Media Advertising 62
1.6 Consumer Buying Behaviour 65
1.7 Online Consumer’s Buying Behaviour 67
1.8 Women and Social Network Sites(SNSs) 68
1.9 Consumer Electronics and Social Media 68
2 Review of Literature 71
2.1 Literature Gap 100
3 Objectives, Hypothesis and Research 101
Methodology
3.1. Statement of the Problem 101
3.2. Objectives of Study 102
3.3. Hypothesis 102
3.4. Research Methodology 104
3.4.1. Type of Study 104
3.4.2. Data Collection 104
3.4.3. Pilot Study 105
6
3.4.4. Reliability 105
3.4.5. Questionnaire 105
3.4.6. Size and Design of Sample 107
3.4.7.a. Sampling Technique 107
3.4.7.b. Sample Size Calculation 107
3.4.8. Variables of the study 108
3.4.9. Definition of the Variables 109
3.5. Limitations of the Study 111
3.6. Utility of the study 111
3.7. Theoretical Model 111
3.8. Analysis of Data 112
4 Typical Aspects of Social Media and Social 113
Networking sites
4.1 Typical Aspects of Social Media 113
4.2 Social Networking Sites 114
4.2.1. Face-book 114
4.2.1.1. Origin of Facebook 114
4.2.1.2. Number of Users on Facebook 115
4.2.1.3. Face book’s Revenue 115
4.2.1.4. Advantages of Facebook 115
4.2.1.5. Disadvantages of Facebook 117
4.2.2. Twitter 118
4.2.2.1. Origin of Twitter 118
4.2.2.2. Number of Users on Twitter 120
4.2.2.3. Revenue of Twitter 121
4.2.2.4. Advantages of Twitter 121
4.2.2.5. Disadvantages of Twitter 122
4.2.3. LinkedIn 122
4.2.3.1 Origin of LinkedIn 122
7
4.2.3.2 Status of LinkedIn Today 122
4.2.3.3. Revenue of LinkedIn 123
4.2.3.4. Benefits LinkedIn Brings for Business 123
4.2.4. YouTube 125
4.2.4.1. Origin of YouTube 125
4.2.4.2. Number of users accessing YouTube 126
4.2.5. RSS 126
4.2.5.1. Working of RSS 126
4.2.5.2. Benefits of RSS 127
4.2.6. SlideShare 127
4.2.6.1. Users of Slideshare 128
4.2.7. Myspace 128
4.2.8. Friendster 128
5 Consumer Electronics Companies and their 129
presence on Social Media
5.1 Global Players 129
5.1.1 Samsung 129
5.1.2. Apple 130
5.1.3. Sony 130
5.1.4 Hewlett-Packard 132
5.1.5 LG 135
5.2 Indian Players 136
5.2.1 Hindustan Computers Limited (HCL) 136
5.2.2 TCS 136
5.2.3 Wipro 137
6 Study of Consumer Electronics Market 138
6.1. Market Research and Market Share of Global 138
8
Consumer Electronics Industry
6.1.1 Geographic trends in Global Consumer 140
Electronics Markets
6.1.2 Trends based on product preferences in Global 140
Consumer Electronics Market
6.2 Market Share of Indian Consumer Electronics 140
Industry
7 Data Analysis and Findings 142
7.1 Tabulation and Statistical Analysis of Data 142
7.2 Summary of the Analysis 184
7.3 Summary of Hypothesis 207
8 Conclusion 213
9 Recommendation and Suggestion 225
9.1 Recommendation and Suggestion 225
9.2 Future scope of research 226
Annexure 227
1 Bibliography 227
1.1 Webliography 234
2 Questionnaire 236
3 Descriptive Analysis (SPSS Output) 244
4 Inferential Analysis in Detail 306

9
LIST OF TABLES
Table No. Title Page
No.
3.1. Table showing details of questionnaire 106
3.2. Table on Chosen Sample Size 108
3.3. Table showing the variables of the study 108
4.1. Table showing the number of users on Twitter 120
4.2 Table showing the year-wise revenue of Twitter 121
7.1.1. Table showing the number of young working women 143
accessing or using social networking sites in Mumbai,
Nashik and Surat.
7.1.2. Table showing the number of young working women 144
accessing or using “Facebook” in Mumbai, Nashik and
Surat.
7.1.3. Table Showing the frequency with which the young 146
working women access SNS in a week in Mumbai,
Nashik and Surat.
7.1.4. Table Showing the time the young working women 147
spend each time they access Facebook in Mumbai,
Nashik and Surat.
7.1.5. Table Showing whether the young working women 148
share their opinion about a particular product or
service with your family or friends by writing reviews
or blogs in Mumbai, Nashik and Surat.
7.1.6. Table Showing the number of times the young working 150
women provided online rating in one year in Mumbai,
10