A study on user satisfaction of social network sites with special reference to coimbatore city

1. International Journal of Applied Research and Studies (iJARS)
ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013)
www.ijars.in
Manuscript Id: iJARS/ 575 1
Case Study
A Study on User Satisfaction of Social Network Sites with Special
Reference to Coimbatore City
Authors:
1
M.Banurekha*, 2
G.Priya, 3
Linda Mary Simon
Address For correspondence:
1, 2
Assistant professor, Commerce, Dr.N.G.P. Arts & Science College
3
Assistant professor, Commerce (PA), Dr.N.G.P. Arts & Science College
INTRODUCTION
Social network sites (SNSs) such as Myspace, Facebook, Cyworld, and Bebo have
attracted millions of users, many of whom have integrated these sites into their daily practices.
As of this writing, there are hundreds of SNSs, with various technological affordances,
supporting a wide range of interests and practices. While their key technological features are
fairly consistent, the cultures that emerge around SNSs are varied. Most sites support the
maintenance of pre-existing social networks, but others help strangers connect based on shared
interests, political views, or activities. Some sites cater to divers audiences, while others attract
people based n common language or shared racial, sexual, religious, or nationality – based
identities. Sites also vary in the extent to which they incorporate new information and
communication tools, such as mobile connectivity, blogging, and photos/video – sharing.
SIGNIFICANCE OF THE STUDY
The modern marketing concept is consumer oriented and the emphasis is more on the
consumer than on the product. The essence of modern marketing lies in building profit along
with creating meaningful value satisfaction for the consumers, whose needs and plans have to be
co – ordinate with the set of products and production programmers. Marketing success of an
enterprise depends on its ability to create community of satisfied consumers.
pearls_psg@yahoo.co.in * Corresponding Author Email-Id

2. International Journal of Applied Research and Studies (iJARS)
ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013)
www.ijars.in
Manuscript Id: iJARS/ 575 2
A product can be sold only if it is able to attract the consumers and fulfilling all the
expectations of the consumers. A consumer is one who uses anything both for his satisfaction
and personal convince and is such other purposes. In competitive economy, the success or failure
of the business depends on the target customers individual and group reaction expressed in the
form of buying factors, weather to buy the product or buy the product or not to buy.
An understanding of the various factors influencing consumer behavior is important for
the survival and development of a business enterprise. All human beings have needs some knows
and other need is hidden in minds. Marketers also have the needs to identify the brand preference
and attitude of co – consumers to determine their market sizes and to decide the marketing plan.
Hence, the significance of this study is recognized.
OBJECTIVES OF THE STUDY
 To study about the awareness of users regarding social networking sites.
 To know the various factors influencing the user to go for social networking sites.
 To analyze the satisfaction of user about social networking sites.
METHODOLOGY
The methodology adopted for the present study consists of six parts they are
Nature of research design
The research design adopted in the study was descriptive design, which is concerned with
the descriptive of a group. In descriptive research in such a way that the respondents is able
to understand clearly what the researcher wants and provides distinct information to
measure the data
Area of the study
The area of the study is in Coimbatore city
Period of study
The period of study is December 2012 – March 2013
Sources of data
The study is based on primary data collection. The data has been collected from the users
of social network sites. The secondary data was collected from the articles, journals, newspapers

3. International Journal of Applied Research and Studies (iJARS)
ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013)
www.ijars.in
Manuscript Id: iJARS/ 575 3
and various websites; it has been used in the review of literature, chapter and profile of the
organization.
Sampling design of the study
The sampling technique in this project is convenient sampling. The sample size
comprises of different types of users who are using social network sites. A sample of 120
respondents was taken into account for finding their uses for the social network sites.
Tools used for analysis
The following are the tools applied on the responses given by the respondents to analyze
and derive the result.
 Chi – square analysis
 Ranking technique
 ANOVA
LIMITATIONS OF THE STUDY
 The area was wide since it is confined only to Coimbatore city so results cannot be
universally accepted.
 The study is limited to the sample size of 120 respondents only. So this cannot be a “full
proof”.
 Non – respondents are high.
 The researcher has collected data by convenient sampling using questionnaire and there is
a possibility of certain deviations.
REVIEW OF LITERATURE
 The recent studies were done by Danah Boyd & Nicole Ellison [2007] the researcher
argues that SNSs are as much part of the real world because the content in them seeks to
communicate aspects of the socializing process in general.
 Ellison, N.B., Steinfield, C., & Lampe [2007] the researcher found that facebook served
as a tool to create bridging social capital and not bonding social capital proving that
SNS’s (in this case) served to create weak social sites.

4. International Journal of Applied Research and Studies (iJARS)
ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013)
www.ijars.in
Manuscript Id: iJARS/ 575 4
PROFILE OF SOCIAL NETWORK SITES
Facebook
It’s nearly impossible in this day and age not to know about Facebook. Facebook is a
social network site that started out strictly for college students and was available by invitation
only.
Myspace
MySpace is extremely popular and receives a lot of traffic, but is not for the serious
blogger. MySpace lives up to its reputation as the social networking site that started it all with a
comprehensive feature set, massive global community, and thriving music scene.
Bebo
This social network service has been gaining ground in the United States; it’s been
nothing but good news and consistent growth. Extraordinarily popular in the UK, Bebo is
beginning to give some of the other social networking sites a real run for their money. Like other
sites you can personalize your profile, add apps, set privacy settings and join groups.
Friendster
Friendster is one of the most popular social networking sites in Asia. Now, it is starting
to make an impact in the United States. Friendster provides plenty of networking features, the
ability to customize your personal profile and to get you on your way to establishing a large
network of friends. Discover other avenues of expression by posting blogs and joining forums.
You can choose from a variety of extra features like videos and groups. Friendster tries to cater
to a slightly older crowd requiring users to be at least 16 to join
Hi5
In this site one can write journal entries upload photos, music and videos. Add existing
friends from Yahoo, AOL or Hotmail accounts and join Groups. You can also see who has
viewed your profile in the last 30 days.
Orkut
Orkut is Google’s attempt at social networking. Already popular in Brazil and India
Orkut is struggling to make headway in the United States. In order to register for an Orkut
account you must have a Gmail account and all your Orkut updates, messages and friend
requests will be forwarded to your Gmail account.

5. International Journal of Applied Research and Studies (iJARS)
ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013)
www.ijars.in
Manuscript Id: iJARS/ 575 5
ANALYSIS AND INTERPRETATIONS
a) CHI – SQUARE TEST
Hypothesis: There is no significant relationship between gender and satisfaction level of using
information.
TABLE – 1
GENDER AND SATISFACTION LEVEL ON USAGE OF INFORMATION
Gender
Satisfaction Level
Total
Low Moderate High
Male
5(7.0%) 25(35.2%) 41(57.7%) 71(100.0%)
Female
1(2.0%) 19(38.8%) 29(59.2%) 49(100.0%)
Total
6(5.0%) 44(36.7%) 70(58.3%) 120(100.0%)
Since Xe2=5.991 for 2 degrees of freedom at 5% level and Xo2<Xe2 the null hypothesis is
rejected. So there is a significant relationship between gender and satisfaction level of using
information
ANOVA
Hypothesis: Different education level respondents have same level of satisfaction on the privacy
of submit the information on social network sites.
TABLE – 2
Education level and privacy
Sum of Squares Df Mean Square F Sig.
Between Groups .022 2 .011 .019 .982
Within Groups 68.345 117 .584
Total 68.367 119
Since F= 0.982 the significant level is greater than α = 0.05 the null hypothesis is accepted i.e.
education level influences the satisfaction on the privacy of submitting the information on social
network sites.

6. International Journal of Applied Research and Studies (iJARS)
ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013)
www.ijars.in
Manuscript Id: iJARS/ 575 6
GARRETT’S RANKING TECHINQUE
Garret’s ranking method was used to find out which is the primary factors that influence the
usage of social networks sites. Were converted into percentile positions using
 P = 100 (R-0.5)/N
TABLE – 3
Ranking the factors influenced by the respondents
From the above table it was found that the respondents ranked chatting with “current friends”
was the primary factor (Rank I) and the chatting with “Relatives & Friends” as the next factor
(Rank II) and so on that the chatting with current friends has influenced to use the social
networking sites.
FINDINGS
 There is a significant relationship between gender and satisfaction level of using
information from social network sites.
 Education level influence the satisfaction level on the privacy of submitting the
information on social network sites.
 Majority of the respondents are chatting with their current friends.
Particulars X 5 4 3 2 1 Total Mean Rank
Relative & Friends
F1 20 65 15 20 0 120
3.708333 2XF1 100 260 45 40 0 445
Current friend
F2 62 18 27 10 3 120
4.05 1FX2 310 72 81 20 3 486
Acquire new friend
X3 24 29 45 22 0 120
3.458333 3FX3 120 116 135 44 0 415
Special features
F4 13 6 27 63 11 120
2.558333 4FX4 65 24 81 126 11 307
Others
F5 1 2 6 5 106 120
1.225 5FX5 5 8 18 10 106 147
Total 720 600 480 360 240 2400 15 15

7. International Journal of Applied Research and Studies (iJARS)
ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013)
www.ijars.in
Manuscript Id: iJARS/ 575 7
SUGGESTIONS
 As good number of user feels that the service was low so more services should be
provided.
 Considerable number of user feels that the security level is low so security level can be
increased.
 The social network sites should clearly communicate the service and other features
provided by them.
CONCLUSION
The social network sites are good further they have to face competition from new emerging
networks. However, In view of the long standing services of social network sites builds up a
good image among the users and it has done a remarkable business for past few years. The
researcher had the opportunity to meet the server groups of people during the period of research
work and come across many experiences. The study helped the researcher to know about the
position of market potential for services provided by social network sites.
References
Books & Journals
1. Kothari. C.R Research mythology, New Delhi, new age international (p) limiter,
publishers, 2004.
2. Gupta. S.P, Statistical methods, New Delhi, sultan chant & sons 2002.
3. Philip Kotler Marketing Management.
4. Journal of Computer – Mediated Communication,
Websites
1. http://en.wikipedia.org/wiki/Social_networking_service
2. http://www.ebizmba.com/articles/social-networking-websites
3. http://social-networking-websites-review.toptenreviews.com/
4. http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html