promotional strategies for web portal www.vigyanasaadhitha.com

148 Pages·2015·2.85 MB·English

PROMOTIONAL STRATEGIES FOR
WEB PORTAL
WWW.VIGYANASAADHITHA.COM :
AN EXPERIMENTAL STUDY

SUNITA SIJWALI
B.Sc. (Home Science)

MASTER OF SCIENCE IN HOME SCIENCE
(HOME SCIENCE EXTENSION AND COMMUNICATION
MANAGEMENT)

2015
PROMOTIONAL STRATEGIES FOR WEB
PORTAL WWW.VIGYANASAADHITHA.COM :
AN EXPERIMENTAL STUDY
By

SUNITA SIJWALI
B.Sc. (Home Science)

THESIS SUBMITTED TO THE PROFESSOR JAYASHANKAR
TELANGANA STATE AGRICULTURAL UNIVERSITY
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE
AWARD OF THE DEGREE OF
MASTER OF SCIENCE IN HOME SCIENCE
(HOME SCIENCE EXTENSION AND COMMUNICATION
MANAGEMENT)
CHAIRPERSON: Dr. A. MARY SWARNALATHA

DEPARTMENT OF HOME SCIENCE EXTENSION AND
COMMUNICATION MANAGEMENT
COLLEGE OF HOME SCIENCE
PROFESSOR JAYASHANKAR TELANGANA STATE
AGRICULTURAL UNIVERSITY
SAIFABAD, HYDERABAD-500 004.
2015

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DECLARATION

I, Ms. SUNITA SIJWALI, hereby declare that the thesis entitled
“PROMOTIONAL STRATEGIES FOR WEB PORTAL
WWW.VIGYANASAADHITHA.COM : AN EXPERIMENTAL STUDY ”
submitted to PROFESSOR JAYASHANKAR TELANGANA STATE
AGRICULTURAL UNIVERSITY for the Degree of MASTER OF SCIENCE IN
HOME SCIENCE is the result of original research work done by me. I also declare
that no material contained in the thesis has been published earlier in any manner.

Place : Hyderabad (SUNITA SIJWALI)

Date : I.D. No. HHM/2013-018

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CERTIFICATE

Miss. SUNITA SIJWALI has satisfactorily prosecuted the course of research
and that thesis entitled “PROMOTIONAL STRATEGIES FOR WEB PORTAL
WWW.VIGYANASAADHITHA.COM : AN EXPERIMENTAL STUDY” submitted is
the result of original research work and is of sufficiently high standard to warrant its
presentation to the examination. I also certify that neither the thesis nor its part thereof has
been previously submitted by her for a degree of any University.

Chairperson
Date: (Dr. A. MARY SWARNALATHA)

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CERTIFICATE

This is to certify that the thesis entitled “PROMOTIONAL STRATEGIES
FOR WEB PORTAL WWW.VIGYANASAADHITHA.COM : AN
EXPERIMENTAL STUDY” submitted in partial fulfillment of the requirements for the
degree of MASTER OF SCIENCE IN HOME SCIENCE of the Professor Jayashankar
Telangana State Agricultural University, Hyderabad is a record of the bonafide original
research work carried out by Ms. SUNITA SIJWALI under our guidance and supervision.
No part of the thesis has been submitted by the student for any other degree or
diploma. The published part and all assistance received during the course of the
investigations have been duly acknowledged by the thesis.
Thesis approved by the Student Advisory Committee
Chairperson : Dr. (Mrs.) A. Mary Swarnalatha
Professor and Head
. Department of Home Science Extension &
Communication Management, PJTSAU
College of Home Science, Saifabad,
Hyderabad-500 004 (Signature)

Member : Dr. (Mrs.) P. Amala Kumari
Professor
Department of Home Science Extension &
Communication Management, PJTSAU
College of Home Science, Saifabad,
Hyderabad-500 004 (Signature)

Member : Mrs. T. S. Nagamani
Associate Professor
Department of Human Development &
Family Studies, PJTSAU,
College of Home Science,
Saifabad, Hyderabad-500 004. (Signature)

Date of final viva-voce:

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ACKNOWLEDGEMENTS
First and foremost I am indebted to “Almighty God” for having bestowed upon me His grace
and blessings in every humble step I have taken so far.
My deepest gratitude is to my chairperson, Dr. (Mrs.) A. Mary Swarnalatha, Professor and
Head, Department of Home Science Extension and Communication Management, College of Home
Science, Hyderabad. I have been amazingly fortunate for her untiring interest, encouragement, timely
suggestions and inspiration extended in the preparation of this thesis.
I express my deep sense of gratitude and profound respect to Dr. (Mrs.) P.Amala Kumari,
Professor, Department of Home Science Extension and Communication Management, College of Home
Science, who have supported me throughout my thesis with her patience, knowledge and effort. One
simply could not wish for a better and friendlier guide.
I equally owe to Mrs. T. S. Nagamani, Associate Professor, Department of Human
Development and Family Studies, College of Home Science, Hyderabad for her encouragement during my
research.
I would like to express my heartfelt thanks to Dr. Nageswara Rao, Retired Statistician,
ANGRAU for his suggestions and support in completing statistical analysis. My sincere thanks to all
the staff members of the Department of Home Science Extension and Communication Management for
their support, suggestions, encouragement and timely help rendered during the study.
I allocate my highest respect and regards to my ever loving parents Shri Daleep Singh Sijwali
and Smt. Savitri Devi and siblings Prakash Sijwali, Ravindra Sijwali and Kavita Sijwali for being
always beside me. I also like to express my deep sense of gratitude to my roommate Deepika Pandey and
dearest friend Ekta Belwal for all the emotional support, companionship, entertainment, and caring they
provided.
I owe my gratitude to all those people who have made this thesis possible and because of whom
my post graduate experience has been one that I will cherish forever.
I take this opportunity to thank ICAR, New Delhi for providing financial assistance to do
research work.
Date: (SUNITA SIJWALI )
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LIST OF CONTENTS

Chapter No. Title Page No.

INTRODUCTION 1-7
I
REVIEW OF LITERATURE 8-34
II
MATERIALS AND METHODS 35-55
III
RESULTS AND DISCUSSION 56-96
IV
SUMMARY AND CONCLUSIONS 97-104
V
LITERATURE CITED 105-114
APPENDICES 115-133
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LIST OF TABLES

S.No. Table Title Page
No. No.
1. 3.3. List of variables 37
2. 4.1. Mean values of effective web portal promotional strategies 58
3. 4. 2.1. Suitable promotional strategies for 60
www.vigyanasaadhitha.com web portal
4. 4.2.2. Association of promotional strategies with suitability 61
5. 4.3.1. Web content uploaded during the study period in 62
www.vigyanasaadhitha.com
6. 4.3.1.1.1. Data of keyword and keyphrase search for SEO 65
7. 4.3.1.1.2. Rank order of keyword categories and search engines 66
8. 4.3.1.1.3. Top landing pages and their CTRs 67
9. 4.3.1.3.1 Details of published posts in facebook page of 69
www.vigyanasaadhitha.com
10. 4.3.1.3.2 Distribution of reach on facebook publishing 70
11. 4.3.1.3.3. Correlation between reach and engagement of facebook post 71
12. 4.3.1.3.4. Performance indicators of www.vigyanasaadhitha.com’s 72
facebook page
13. 4.3.1.4.1. Details and indicators of email campaign of 73
www.vigyanasaadhitha.com web portal
14. 4.3.1.4.2. Percent increase in EM indicators 74
15. 4.3.1.4.3. Correlation between email open rate and CTR of EM 75
16. 4.3.1.5.1. Reciprocal and back links to www.vigyanasaadhitha.com 76
17. 4.3.2.1.1. Performance indicators of SMSM 78
18. 4.3.2.1.2. Correlation between delivery rate and CTR of SMSM 79
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19 4.3.3.1. Details of online quiz contest 83
20 4.3.3.2. Extent of contribution to www.vigyanasaadhitha.com 84
21. 4.3.4. Analysis of variance between promotional strategies and 85
metrics
22. 4.4.1.1. Traffic sources of www.vigyanasaadhitha.com 86
23. 4.4.1.2. Traffic quality of www.vigyanasaadhitha.com 89
24. 4.4.1.3. Traffic volume of www.vigyanasaadhitha.com 90
25. 4.4.2. Growth line of visitors, users and contributors of 91
www.vigyanasaadhitha.com
26. 4.4.3.1. Reviews of www.vigyanasaadhitha.com 94
27. 4.4.3.2. Comments categorization 94
28. 4.4.4.1. Preferential categories of content of 95
www.vigyanasaadhitha.com

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LIST OF ILLUSTRATIONS

Page
S.No. Figure No. Title
No.
1. 3.4.2. Categorization of suitable promotional strategies 40
2. 3.5. Timeline for implementation of promotional 47
strategies
3. 3.9. Conceptual framework 55
4. 4.3. Homepage of www.vigyanasaadhitha.com 64
5. 4.3.2.1. SMS sent from www.vigyanasaadhitha.com 80
6. 4.4.1.1. 88
Pie diagram of traffic sources
7. 4.4.2.1. 92
Growth line of visitors
8. 4.4.2.2. 92
Growth line of users
9. 4.4.2.3. 93
Growth line of contributors

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