The document discusses research conducted on social networking sites in India. It aims to understand user awareness, preferences, and opinions on various aspects of current social networking sites. Key findings from an online survey of 89 respondents include: Privacy was identified as the highest opportunity area for improvement. Current advertising and in-app purchase models are not very effective for Indian users. Proposed alternative revenue models were well-accepted. Cluster analysis identified two segments that seem most prospective for proposed revenue models.
Social media can help grow businesses. Simplify360 is a social media engagement and analytics platform that offers brands a way to track conversations, engage customers, analyze performance, and compare to competitors. It allows monitoring of multiple social channels from one dashboard and provides reports and insights.
The document analyzes social media usage among major Indian banks. It finds that 5 Indian banks rank in the top 50 globally on social media based on Facebook likes, Twitter followers, and YouTube views. ICICI Bank ranks 4th globally. The document also examines the social media strengths of the top 5 Indian banks on each platform and finds that Kotak Mahindra leads in Twitter followers and YouTube views. Finally, the document provides an in-depth review of the social media strategies and engagement of top performing banks like HDFC, ICICI, Axis, IDBI and Yes Bank on Facebook and Twitter.
CUSTOMER PERCEPTION TOWARDS SOCIAL MEDIA ADVERTISINGSuyash Jain
This document is a literature review and research methodology for a study on customer perception of social media advertising. The objectives are to study the time spent on social networks, the influence of demographics on ad selection, and the effect of social media ads on purchase decisions. The research will use a questionnaire for primary data collection through convenience sampling of consumers in Dehradun. Chi-square tests will be used to analyze relationships between variables. The literature review covers past studies on attitudes toward mobile, email and social media advertising.
The document discusses social media as a new marketing strategy. It begins by defining social media as a platform that is easily accessible for people to freely interact and share information. It then discusses how social media can benefit organizations by fostering brand awareness and improving customer service in a relatively inexpensive way. The document also notes that social media allows companies to implement marketing campaigns and build brand recognition. It provides an overview of popular social media platforms like Facebook, Twitter, LinkedIn and analyzes their usage and growth in India. The objectives of the study are outlined, which include highlighting the advantages of social media for society and brands. A literature review and research methodology are also presented, with data on social media usage by respondents.
Social Media Marketing - India Trends Study 2013 provides insights from social media-savvy organizations in India on their use of social media. Key findings include:
1) Most organizations use social media to build communities and highlight brand news. Some also use it for leads, customer service, and research.
2) Facebook is the most important social media platform for engagement, followed by Twitter, YouTube, and blogging. Emerging platforms like Pinterest and Foursquare are also being explored.
3) Marketing teams primarily manage social media efforts for most organizations. Budgets are generally below 10 million INR, with around 1-5% of marketing budgets spent on social media.
Social Media Marketing – India Trends Study 2013 [Report]Social Samosa
Social Media Marketing - India Trends Study 2013 provides insights from social media-savvy organizations in India on their use of social media. Key findings include:
1. Most organizations use social media to build communities and highlight brand news. Some also use it for leads, customer service, and research.
2. Facebook is the most important social media platform for engagement, followed by Twitter, YouTube, and blogging. Emerging platforms like Pinterest and Foursquare are also being explored.
3. Majority of organizations have conducted campaigns where social media was the leading component and have favored online fans.
A PROJECT REPORT ON “Consumer Preference Towards Social Networking Apps Vibhor Agarwal
The document provides a history of WhatsApp, a popular social networking app. It details that WhatsApp was founded in 2009 by two former Yahoo employees who developed the app to allow easy messaging between friends. The app gained popularity through word of mouth and updates that enabled photo sharing and push notifications. WhatsApp received venture funding in 2011 and 2013, reaching a valuation of $1.5 billion with over 200 million active users by early 2013.
Social media can help grow businesses. Simplify360 is a social media engagement and analytics platform that offers brands a way to track conversations, engage customers, analyze performance, and compare to competitors. It allows monitoring of multiple social channels from one dashboard and provides reports and insights.
The document analyzes social media usage among major Indian banks. It finds that 5 Indian banks rank in the top 50 globally on social media based on Facebook likes, Twitter followers, and YouTube views. ICICI Bank ranks 4th globally. The document also examines the social media strengths of the top 5 Indian banks on each platform and finds that Kotak Mahindra leads in Twitter followers and YouTube views. Finally, the document provides an in-depth review of the social media strategies and engagement of top performing banks like HDFC, ICICI, Axis, IDBI and Yes Bank on Facebook and Twitter.
CUSTOMER PERCEPTION TOWARDS SOCIAL MEDIA ADVERTISINGSuyash Jain
This document is a literature review and research methodology for a study on customer perception of social media advertising. The objectives are to study the time spent on social networks, the influence of demographics on ad selection, and the effect of social media ads on purchase decisions. The research will use a questionnaire for primary data collection through convenience sampling of consumers in Dehradun. Chi-square tests will be used to analyze relationships between variables. The literature review covers past studies on attitudes toward mobile, email and social media advertising.
The document discusses social media as a new marketing strategy. It begins by defining social media as a platform that is easily accessible for people to freely interact and share information. It then discusses how social media can benefit organizations by fostering brand awareness and improving customer service in a relatively inexpensive way. The document also notes that social media allows companies to implement marketing campaigns and build brand recognition. It provides an overview of popular social media platforms like Facebook, Twitter, LinkedIn and analyzes their usage and growth in India. The objectives of the study are outlined, which include highlighting the advantages of social media for society and brands. A literature review and research methodology are also presented, with data on social media usage by respondents.
Social Media Marketing - India Trends Study 2013 provides insights from social media-savvy organizations in India on their use of social media. Key findings include:
1) Most organizations use social media to build communities and highlight brand news. Some also use it for leads, customer service, and research.
2) Facebook is the most important social media platform for engagement, followed by Twitter, YouTube, and blogging. Emerging platforms like Pinterest and Foursquare are also being explored.
3) Marketing teams primarily manage social media efforts for most organizations. Budgets are generally below 10 million INR, with around 1-5% of marketing budgets spent on social media.
Social Media Marketing – India Trends Study 2013 [Report]Social Samosa
Social Media Marketing - India Trends Study 2013 provides insights from social media-savvy organizations in India on their use of social media. Key findings include:
1. Most organizations use social media to build communities and highlight brand news. Some also use it for leads, customer service, and research.
2. Facebook is the most important social media platform for engagement, followed by Twitter, YouTube, and blogging. Emerging platforms like Pinterest and Foursquare are also being explored.
3. Majority of organizations have conducted campaigns where social media was the leading component and have favored online fans.
A PROJECT REPORT ON “Consumer Preference Towards Social Networking Apps Vibhor Agarwal
The document provides a history of WhatsApp, a popular social networking app. It details that WhatsApp was founded in 2009 by two former Yahoo employees who developed the app to allow easy messaging between friends. The app gained popularity through word of mouth and updates that enabled photo sharing and push notifications. WhatsApp received venture funding in 2011 and 2013, reaching a valuation of $1.5 billion with over 200 million active users by early 2013.
Luxottica is an Italian eyewear company founded in 1961. It has expanded from manufacturing glasses to owning popular brands like Ray-Ban and retail chains like LensCrafters. The company operates welfare programs. Research found prescription customers value personalized service while trying on glasses. Sunglasses buyers appreciate knowledgeable staff. Current online options lack an augmented try-on for non-mobile and personal opinions. The summary proposes allowing augmented try-ons on websites and using social media polls of virtual try-ons to provide opinions to fill these gaps. This aims to improve the online experience and drive engagement.
The document discusses mobile marketing and its evolution. It defines mobile marketing as using wireless media like phones for content delivery and direct response. Mobile phones have become ubiquitous and offer personalized engagement through location-based features. Mobile advertising includes on-device methods like apps and off-device like SMS contests. The advantages of mobile marketing are lower costs, accurate targeting, and high reach given widespread phone adoption.
IAKM 60103 - Analyze and Communicate User Research Findings - LinkedinConnie Godsey-Bell
The user research conducted by Advance Insight for Marriott's digital properties re-design revealed some unexpected findings. While users care about price, amenities, and location when choosing hotels, the overriding factor is professional staff. Additionally, "lifestyle" and "luxury" hotels evoke specific expectations around amenities. Users also distinguish between business and vacation travel, preferring to drive for nearby vacations. The research rejected hypotheses that users primarily consider price/amenities or have difficulties with websites and apps, instead finding other factors more important.
The document is a certificate from M.H. SABOO SIDDIK COLLEGE OF ENGINEERING certifying that four students - Saurabh Jadhav, Sharmeen Kapadia, Hozefa Sadriwala, and Zeshan Sayed - have completed a project titled "ANDROID BASED APPLICATION FOR PACIFYING USER INTERACTION AND INVOLVEMENT FOR A NON-PROFIT ORGANISATION" as partial fulfillment of their B.E. degree in Computer Engineering. The certificate details that the project was completed satisfactorily according to the university rules during the academic semester of January 2016 to June 2016.
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
Project report on social media marketingKushal Tomar
This document is a project report on social media marketing in today's business. It was submitted by Kushal Singh Tomar to Uttaranchal University in partial fulfillment of the requirements for a B.Com degree. The report analyzes how social media can effectively be used as a marketing tool for businesses and compares social media marketing to traditional marketing methods. It studies the advantages and disadvantages of both approaches. The report finds that social media presence provides benefits for all types of businesses and is a relatively cheaper marketing method than traditional advertisements.
The document provides an overview and strategic plan for a multimedia survey platform called ShineBIG. It includes a situation analysis, SWOT analysis, target profile research, and proposed brand strategy, creatives, and media plan. The goal is to increase awareness and usage of ShineBIG by targeting college students and young adults called "Emphatic Engagers" who use social media to share their feelings, ideas, and opinions. Key points of the strategy include utilizing ShineBIG's multimedia capabilities to encourage self-expression and differentiating itself from competitors by allowing limitless responses.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
This document examines the effect of social media marketing on brand loyalty at Budi Luhur University in Jakarta. It finds that offering advantageous campaigns, appearing on various social media platforms, and offering relevant content have a significant positive effect on brand loyalty, while offering popular content and applications do not. The study uses a survey of 325 students to analyze how campaign benefits, content relevance, platform variety, popularity, and applications influence brand loyalty. It finds that social media marketing explains 23.2% of brand loyalty factors at the university.
Indias brands go_social_insights_from_the_india_social_summit_2012Preeti Chaturvedi
The document summarizes insights from the IndiaSocial summit in April 2012. It discusses how Indian brands are using social media more sophisticatedly and getting results. It provides examples of how brands like Shoppers Stop, Pizza Hut, and Mahindra are using platforms like Facebook and campaigns to engage customers. The summit also touched on challenges of social media measurement and the power of social media to influence reputation.
This document discusses strategies for social recruiting, particularly targeting college students and Generation Y. It outlines four approaches to recruiting according to a Michigan State University study. It also provides data on how human resources departments are increasing their use of technology and social media for recruiting. The document recommends focusing recruitment efforts on the communities and interests of candidates, leveraging search strategies, and emphasizing peer relationships rather than treating candidates as prospects.
Report produced for GFT by IESE Business School. November 2012. This paper analyze how the financial services sector can use technologies to improve their client engagement and business processes.
We Are Social’s Guide to Social, Digital and Mobile in India (2nd Edition, No...We Are Social Singapore
This is the Second Edition (Oct 2012) of We Are Social's exploration of Social, Digital and Mobile in India. You can find more reports in the #SDMW series at http://wearesocial.sg. For more details, please contact @wearesocialsg on twitter.
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkataranjansaha
DISSERTATION OBJECTIVES:- The purpose of the study is
1. To examine the external factors influencing purchase decisions
2. To examine the consumer awareness of toothpaste
3. To find out how promotional schemes are influencing the consumers
4. To examine how the product attributes influencing the consumer buying toothpaste
Consumer Buying behaviour towards toothpasterose4samad
This document summarizes a study on consumer buying behavior towards toothpaste in twins cities. The objectives were to examine demographic factors, consumer awareness, influence of promotions, and product attributes influencing purchases. A survey of 50 consumers was conducted using a questionnaire. Results found most consumers were 18-25 years old, students, used toothpaste daily, and purchased once or twice a month. The most preferred brands were Colgate and Close-Up. Consumers were most influenced by quality, flavor, and price. They switched brands mainly due to advertising impact, packaging changes, and price increases of their current brand.
Bands & Brands: A Guide to Experiential Activations at Music FestivalsPBJS
Music festivals are a great opportunity not just for bands, but for brands to reach new audiences. So how do companies avoid getting lost in the crowd?
In our guide to experiential activations at music festivals, we cover the current landscape and our five keys to making a lasting impression at fests large and small, along with shout-outs to companies who've crushed it at events like Lollapalooza, Coachella, Outside Lands and SXSW.
This is the first presentation in a series exploring what makes ideas stick.
Snapshot of Digital India- March 2016 : A comprehensive report which provides interesting the stats and facts about India and also depicts the evolution of India on the digital front in the past six months. The report shares interesting insights on connectivity, internet, mobility, social media usage and other digital trends.
The report covers the following datapoints:
1) Number of Internet users in India
2) Internet usage India report
3) Internet penetration in India
4) State wise internet users in India
5) Number of mobile subscribers in India
6) Urban- rural internet penetration India
7) Mobile internet usage stats in India
8) Smartphone internet usage stats in India
9) Social media users in India
10) Number of Facebook, LinkedIn, Twitter and Instagram users in India
11) Stats on Millennials using social media
12) Mobile app usage in India
13) App usage trends in India
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
This document is a research project proposal on analysing the impact of online reputation management on consumer buying decisions. It includes an introduction outlining the importance of reputation management in the digital age. The research aims to understand how online reputation impacts brands and sales. The methodology will involve both primary and secondary data collection and analysis. The objectives are to assess how factors like online reviews influence consumer decisions and how companies can improve their online reputation to boost sales.
This document is a student research project report on analysing the impact of online reputation management on consumer buying decisions. It includes sections on introduction, literature review, research methods, data analysis and findings, conclusion and recommendations, and references. The introduction provides background on online reputation management and its importance. It discusses how ORM can impact businesses and outlines some key ORM strategies like tracking reviews, responding to feedback, and regularly posting positive content.
Karthik Chakkarapani presents an 8 step approach to developing an effective social networking strategy and plan for an organization: 1) Define the mission and vision, 2) Identify target users and segments, 3) Determine key constituents and issues, 4) Establish the value proposition, 5) Develop the branding and promotion strategy, 6) Justify the business case, 7) Conduct a competitive analysis, and 8) Consider important implementation factors. The presentation also outlines 7 effective ways to encourage active user participation, such as educating users, allowing self-expression, providing networking opportunities, and identifying champions.
Luxottica is an Italian eyewear company founded in 1961. It has expanded from manufacturing glasses to owning popular brands like Ray-Ban and retail chains like LensCrafters. The company operates welfare programs. Research found prescription customers value personalized service while trying on glasses. Sunglasses buyers appreciate knowledgeable staff. Current online options lack an augmented try-on for non-mobile and personal opinions. The summary proposes allowing augmented try-ons on websites and using social media polls of virtual try-ons to provide opinions to fill these gaps. This aims to improve the online experience and drive engagement.
The document discusses mobile marketing and its evolution. It defines mobile marketing as using wireless media like phones for content delivery and direct response. Mobile phones have become ubiquitous and offer personalized engagement through location-based features. Mobile advertising includes on-device methods like apps and off-device like SMS contests. The advantages of mobile marketing are lower costs, accurate targeting, and high reach given widespread phone adoption.
IAKM 60103 - Analyze and Communicate User Research Findings - LinkedinConnie Godsey-Bell
The user research conducted by Advance Insight for Marriott's digital properties re-design revealed some unexpected findings. While users care about price, amenities, and location when choosing hotels, the overriding factor is professional staff. Additionally, "lifestyle" and "luxury" hotels evoke specific expectations around amenities. Users also distinguish between business and vacation travel, preferring to drive for nearby vacations. The research rejected hypotheses that users primarily consider price/amenities or have difficulties with websites and apps, instead finding other factors more important.
The document is a certificate from M.H. SABOO SIDDIK COLLEGE OF ENGINEERING certifying that four students - Saurabh Jadhav, Sharmeen Kapadia, Hozefa Sadriwala, and Zeshan Sayed - have completed a project titled "ANDROID BASED APPLICATION FOR PACIFYING USER INTERACTION AND INVOLVEMENT FOR A NON-PROFIT ORGANISATION" as partial fulfillment of their B.E. degree in Computer Engineering. The certificate details that the project was completed satisfactorily according to the university rules during the academic semester of January 2016 to June 2016.
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
Project report on social media marketingKushal Tomar
This document is a project report on social media marketing in today's business. It was submitted by Kushal Singh Tomar to Uttaranchal University in partial fulfillment of the requirements for a B.Com degree. The report analyzes how social media can effectively be used as a marketing tool for businesses and compares social media marketing to traditional marketing methods. It studies the advantages and disadvantages of both approaches. The report finds that social media presence provides benefits for all types of businesses and is a relatively cheaper marketing method than traditional advertisements.
The document provides an overview and strategic plan for a multimedia survey platform called ShineBIG. It includes a situation analysis, SWOT analysis, target profile research, and proposed brand strategy, creatives, and media plan. The goal is to increase awareness and usage of ShineBIG by targeting college students and young adults called "Emphatic Engagers" who use social media to share their feelings, ideas, and opinions. Key points of the strategy include utilizing ShineBIG's multimedia capabilities to encourage self-expression and differentiating itself from competitors by allowing limitless responses.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
This document examines the effect of social media marketing on brand loyalty at Budi Luhur University in Jakarta. It finds that offering advantageous campaigns, appearing on various social media platforms, and offering relevant content have a significant positive effect on brand loyalty, while offering popular content and applications do not. The study uses a survey of 325 students to analyze how campaign benefits, content relevance, platform variety, popularity, and applications influence brand loyalty. It finds that social media marketing explains 23.2% of brand loyalty factors at the university.
Indias brands go_social_insights_from_the_india_social_summit_2012Preeti Chaturvedi
The document summarizes insights from the IndiaSocial summit in April 2012. It discusses how Indian brands are using social media more sophisticatedly and getting results. It provides examples of how brands like Shoppers Stop, Pizza Hut, and Mahindra are using platforms like Facebook and campaigns to engage customers. The summit also touched on challenges of social media measurement and the power of social media to influence reputation.
This document discusses strategies for social recruiting, particularly targeting college students and Generation Y. It outlines four approaches to recruiting according to a Michigan State University study. It also provides data on how human resources departments are increasing their use of technology and social media for recruiting. The document recommends focusing recruitment efforts on the communities and interests of candidates, leveraging search strategies, and emphasizing peer relationships rather than treating candidates as prospects.
Report produced for GFT by IESE Business School. November 2012. This paper analyze how the financial services sector can use technologies to improve their client engagement and business processes.
We Are Social’s Guide to Social, Digital and Mobile in India (2nd Edition, No...We Are Social Singapore
This is the Second Edition (Oct 2012) of We Are Social's exploration of Social, Digital and Mobile in India. You can find more reports in the #SDMW series at http://wearesocial.sg. For more details, please contact @wearesocialsg on twitter.
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkataranjansaha
DISSERTATION OBJECTIVES:- The purpose of the study is
1. To examine the external factors influencing purchase decisions
2. To examine the consumer awareness of toothpaste
3. To find out how promotional schemes are influencing the consumers
4. To examine how the product attributes influencing the consumer buying toothpaste
Consumer Buying behaviour towards toothpasterose4samad
This document summarizes a study on consumer buying behavior towards toothpaste in twins cities. The objectives were to examine demographic factors, consumer awareness, influence of promotions, and product attributes influencing purchases. A survey of 50 consumers was conducted using a questionnaire. Results found most consumers were 18-25 years old, students, used toothpaste daily, and purchased once or twice a month. The most preferred brands were Colgate and Close-Up. Consumers were most influenced by quality, flavor, and price. They switched brands mainly due to advertising impact, packaging changes, and price increases of their current brand.
Bands & Brands: A Guide to Experiential Activations at Music FestivalsPBJS
Music festivals are a great opportunity not just for bands, but for brands to reach new audiences. So how do companies avoid getting lost in the crowd?
In our guide to experiential activations at music festivals, we cover the current landscape and our five keys to making a lasting impression at fests large and small, along with shout-outs to companies who've crushed it at events like Lollapalooza, Coachella, Outside Lands and SXSW.
This is the first presentation in a series exploring what makes ideas stick.
Snapshot of Digital India- March 2016 : A comprehensive report which provides interesting the stats and facts about India and also depicts the evolution of India on the digital front in the past six months. The report shares interesting insights on connectivity, internet, mobility, social media usage and other digital trends.
The report covers the following datapoints:
1) Number of Internet users in India
2) Internet usage India report
3) Internet penetration in India
4) State wise internet users in India
5) Number of mobile subscribers in India
6) Urban- rural internet penetration India
7) Mobile internet usage stats in India
8) Smartphone internet usage stats in India
9) Social media users in India
10) Number of Facebook, LinkedIn, Twitter and Instagram users in India
11) Stats on Millennials using social media
12) Mobile app usage in India
13) App usage trends in India
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
This document is a research project proposal on analysing the impact of online reputation management on consumer buying decisions. It includes an introduction outlining the importance of reputation management in the digital age. The research aims to understand how online reputation impacts brands and sales. The methodology will involve both primary and secondary data collection and analysis. The objectives are to assess how factors like online reviews influence consumer decisions and how companies can improve their online reputation to boost sales.
This document is a student research project report on analysing the impact of online reputation management on consumer buying decisions. It includes sections on introduction, literature review, research methods, data analysis and findings, conclusion and recommendations, and references. The introduction provides background on online reputation management and its importance. It discusses how ORM can impact businesses and outlines some key ORM strategies like tracking reviews, responding to feedback, and regularly posting positive content.
Karthik Chakkarapani presents an 8 step approach to developing an effective social networking strategy and plan for an organization: 1) Define the mission and vision, 2) Identify target users and segments, 3) Determine key constituents and issues, 4) Establish the value proposition, 5) Develop the branding and promotion strategy, 6) Justify the business case, 7) Conduct a competitive analysis, and 8) Consider important implementation factors. The presentation also outlines 7 effective ways to encourage active user participation, such as educating users, allowing self-expression, providing networking opportunities, and identifying champions.
A STUDY ON CONSUMERS’ PERCEPTION TOWARDS SOCIAL MEDIA ADVERTISING IN ERODE DI...IRJET Journal
This document summarizes a study on consumers' perceptions of social media advertising in Erode District, India. It finds that the majority of respondents are unmarried males under 20 years old from rural areas who use social media primarily to get product information. Most respondents watch social media ads 1-2 times per day and feel they are effective for raising brand visibility. The study also finds significant relationships between consumers' satisfaction levels and their age, gender, education, and income. Overall, respondents have positive perceptions of social media ads for gaining product knowledge but have some privacy concerns. The document recommends improving ad relevance and reviewing privacy practices to address issues.
This paper is based on Use of social media in business. This research proposal comes under the Business Research Method subject.
I will also upload our paper presentation based on the same topic.
Feel free to contact.
This document summarizes a study on new product development based on customer experience for a company called NĀU. The study used qualitative focus group discussions to understand customer wants. Key findings were that customers found the steps to view NĀU's augmented reality products too complicated and wanted simpler experiences. The study recommends NĀU develop a web-based augmented reality system without needing an app, expand their product offerings, and improve their promotional strategies on social media to increase brand awareness.
tcs analysis and commentary on web through social mediaVeer Pratap Singh
The document provides an overview of social media marketing and Tata Consultancy Services' (TCS) analysis and commentary on their social media strategy. Some key points:
- Social media marketing is focused on creating engaging content to encourage sharing and organic spread of a company's message. It allows for inexpensive marketing campaigns.
- TCS conducted research on their social media use, analyzing platforms, tools, and methods used. They found that measurement, integration, and video marketing were top priorities for marketers.
- The majority of TCS' time spent on social media is 6+ hours per week, with over a third spending 11+ hours. Their research provided insights to improve TCS' own social media strategy
Here are the key steps to develop a user profile:
1. Define the target user(s) - Who are you designing for? Be as specific as possible in describing the user(s).
2. Gather research - Collect information on your users through methods like surveys, interviews, observations. Learn about their demographics, skills, goals, pain points.
3. Define goals and tasks - What are the tasks the user needs to accomplish? What are their goals when using the product/service?
4. Identify attitudes - What are the user's attitudes towards technology, the domain, privacy, security etc.
5. Specify capabilities - What are the user's technical skills? Language abilities? Physical/
The document discusses measuring the effectiveness of social media marketing. It provides an overview of various social media platforms and tools used by marketers. Interviews with social media experts revealed that the key steps to measure social media marketing are to set objectives, define stakeholders, determine metrics, benchmark against competitors, and select tools to analyze results. A case study of Kodak's social media efforts showed how metrics like increased readership, reader loyalty, industry recognition, and employee participation can demonstrate the impact of social media marketing. The conclusion is that while web metrics are useful, it is difficult to fully quantify human conversations on social media, and there is no single best approach to measurement.
Developing innovative qualitative research techniques for effective digital m...Merlien Institute
This document provides an overview of ConsumerVisions, a digital media research agency. It discusses how the internet has evolved and consumers have become more savvy. ConsumerVisions uses qualitative research methods like workshops and interviews to understand consumer needs and develop effective digital strategies for clients. One case study describes how they helped redevelop an Australian government website through iterative user testing and recommendations. Their work has helped clients improve websites, apps, and online sales.
IRJET- Analysis on Existing Methodologies of User Service Rating Prediction S...IRJET Journal
This document summarizes and analyzes existing methodologies for user service rating prediction systems. It discusses recommendation systems including collaborative filtering, content-based filtering, and hybrid approaches. Collaborative filtering predicts user ratings based on opinions of other similar users but faces challenges of cold start, scalability, and sparsity. Content-based filtering relies on item profiles and user preferences to recommend similar items but requires detailed item information. Hybrid systems combine collaborative and content-based filtering to address their individual limitations. The document also examines social recommender systems and how they can account for relationship strength, expertise, and user similarity within social networks.
with current projections regarding the growth of
Internet sales, online retailing raises many questions about how
to market on the Net. A Recommender System (RS) is a
composition of software tools that provides valuable piece of
advice for items or services chosen by a user. Recommender
systems are currently useful in both the research and in the
commercial areas. Recommender systems are a means of
personalizing a site and a solution to the customer’s information
overload problem. Recommender Systems (RS) are software
tools and techniques providing suggestions for items and/or
services to be of use to a user. These systems are achieving
widespread success in ecommerce applications now a days, with
the advent of internet. This paper presents a categorical review
of the field of recommender systems and describes the state-ofthe-
art of the recommendation methods that are usually
classified into four categories: Content based Collaborative,
Demographic and Hybrid systems. To build our recommender
system we will use fuzzy logic and Markov chain algorithm.
Social Media Marketing - India Trends Study 2013 analyzes how organizations in India use social media. It surveyed 48 professionals responsible for digital marketing. Key findings include:
1. Most organizations use social media to build communities and share brand news. Facebook is the most important platform for engagement, followed by Twitter, YouTube, and blogs.
2. Over half of organizations engage bloggers and conduct campaigns led by social media. Many speed up processes for online fans.
3. Marketing teams manage most social media efforts, but some use it for thought leadership and CSR. Most organizations work with digital agencies.
4. Organizations are optimistic about social media's role in engagement and insights, though measurable impacts vary. Most
Social Media Marketing - India Trends Study 2013 provides insights from social media-savvy organizations in India on their use of social media. Key findings include:
1. Most organizations use social media to build communities and highlight brand news. Some also use it for customer service, lead generation, and research.
2. Facebook is the most important social media platform for engagement, followed by Twitter, YouTube, and blogging. Emerging platforms like Pinterest and Foursquare are also being used.
3. Majority of organizations have conducted campaigns where social media was the leading component and have favored online fans. Most measure success through platform metrics like likes and comments.
1. The document discusses social media marketing and how it has become a major platform for advertising. It allows companies to connect with potential customers and get feedback on products through reviews.
2. Social media provides advantages for marketing like reducing costs and improving reach compared to traditional channels. It allows customizing products based on customer feedback and interactions.
3. The usage of social media and internet is increasing worldwide each year, opening new opportunities for companies to target audiences and leverage platforms to build their brand awareness. However, social media also presents challenges that require strategic planning.
Things to Consider for Improvement of Usability of E-Commerce in Context of B...Umma Khatuna Jannat
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Research Report on Social Networking in India and Revenue models
1. Research to enhance experience of Indian
Social Networking Site
TEAM NAME: Intel_Inside
TEAM MEMBER:
Vaibhav Sarangale
Shishira Hegde
COLLEGE NAME: IES Management College and Research Center,
Mumbai
2. EXECUTIVE SUMMARY
Social Networking sites are the fastest growing media for all the corporate as well as users to
interact with each other. The popularity of Social Networking sites in India spread with
popularity of Orkut. Recently Facebook emerged as the most popular networking site in India
with 25 million users. There are also Indian social networking sites like Bharatstudent,
Fropper, Ibibo etc. A look at the Indian social networking space clearly shows that the most
popular sites are all established global players. It would not be an overstatement if we say that
the Indian counterparts have failed to make an impact comparatively.
Across the globe, social networking sites operate under different revenue models. Most of
them rely on advertising as their major source of revenue. Marketers have found social media
an effective and cheap alternative to grab eyeballs. But the Indian users have different
psychology which makes it difficult for social networking sites to earn added revenues.
Hence it is necessary to identify the gaps in the current social networking sites and the
prospective segments of users which can be targeted to gain more visibility. It is also
necessary to identify the effectiveness of current models and scope for new revenue models.
Following are the objectives of the study:
To understand the awareness about the social networking sites and their usage.
To identify the gaps in the current social networking sites available to exploit.
To understand the most liked and disliked factors of the social networking sites.
To identify the key positioning parameters in current scenario.
To identify potential market segments and target groups for a social networking sites.
To understand the efficiency of the current revenue models and proposed revenue
models
The research design included both qualitative and quantitative studies. The quantitative
responses were collected using online survey where as qualitative data was collected through
in-depth interviews. Analysis was done using SPSS and Microsoft Excel 2010. Random
sampling was done and response was collected form 89 respondents.
3. Key findings of the research are as follows:
Privacy is having the highest opportunity score followed by Speed and Ease of navigation
respectively.
It is observed that Indian users are noticing the in-site advertisements but are not
motivated to click it, the other models like Value Added Services, special paid In-Games
items and features, to design applications and sell based on shared revenue basis on social
networking sites are also not effective
Proposed revenue models were highly accepted. Hence these models are would be highly
effective if implemented in the revenue model for the social networking sites.
When Cluster analysis was conducted for the 89 respondents, it was found that three
clusters emerged out of which Cluster No.2 and Cluster No.3 comprise of the most
prospective users for the proposed revenue models.
4. INTRODUCTION
Social networking site is used to describe any Web site that enables users to create public
profiles within that Web site and form relationships with other users of the same Web site
who access their profile. Social networking sites can be used to describe community-based
Web sites, online discussions forums, chat-rooms and other social spaces online.[1]
Experian Hitwise, the global information services company, has conducted an international
study on just how much time people living in different countries spend on social networks.
Brazil, Singapore, USA, India, New Zealand, France, Australia and the UK were a part of the
study. As per this study, India ranks 4th and has 14 per cent market share for social networks
and forums. Facebook, YouTube and Orkut continue to be the top three social networking
websites in India. [2]
India with its large population has millions of users accessing Facebook, there are 25 million
people using Facebook in India. This means 18% of the online population is from India. It is
estimated that within a year India will have at least 27 million Facebook users.
5. Social networking in India-
The popularity of Social Networking sites spread with popularity of Orkut. Facebook, Twitter,
Orkut, LinkedIn are few of the biggest social networking sites in India. Rediff.com, a popular
portal in India launched its own version, Yaari, Minglebox, Hi5 and dozens of other sites are
attracting their own fan base. Online video and music sites are also doing reasonably well.
However, one of the major competitors of SNS is the Indian Television and Cinema industry,
which still has a grasp on a big share of the user attention. With respect to online music, due
to the popularity of Bit torrent in India, most users prefer to download their music rather than
listen to it online.
Revenue models of social networking sites-
Within all investigated social networking sites the following significant revenue models were
determined:
Onsite Advertising: Advertising is a very popular form of revenue generation. Most
common forms were contextual advertising, usually Google AdSense, and banner
advertising.
Application development- Many of the social networking sites have a special feature
which enables its users to develop their own applications for the social networking
website. The developer gets revenues by sharing revenues generated through
application downloads and/or application usage.
Affiliate Programs: Affiliate programs are revenue sharing arrangements set up by
companies selling products and services. Owners of social networking sites are
rewarded for sending customers to a specific third-party company.
Special in-game features- Some social networking sites provides the feature ofbuying
in-game special items to enhance their gaming experience. There are also some sites
which provide paid games participation.
Membership Fees: Only a few of the analyzed social networks had a membership
revenue model which is normally based on special features for a premium account or
in some cases like a club fee.
6. Direct Sales: Fewer social networks had included an e store in their environment to
gather revenue directly from sales of products.
7. RESEARCH METHODALOGY
Objectives-
The main objective of the study was to understand the market scenario of the social
networking sites in India.
Sub-objectives-
To understand the awareness about the social networking sites and their usage.
To identify the gaps in the current social networking sites available to exploit.
To understand the most liked and disliked factors of the social networking sites.
To identify the key positioning parameters in current scenario.
To identify potential market segments and target groups for a social networking sites.
To understand the efficiency of the current revenue models and proposed revenue
models.
Methodology
The entire research was a combination of qualitative and quantitative research.
The data collected was based on both exploratory and descriptive designs.
Qualitative data was collected through in-depth interviews.
Quantitative data was collected during online research through customer assisted
questionnaire based feedbacks. Google survey was used to prepare the questionnaire.
The research was initiated with a pilot questionnaire, which helped to draft the final
questionnaire.
The entire data analysis was done using SPSS and Microsoft Excel 2010.
8. Sampling design-
The sample consists of current and prospective users of social networking sites.
The quantitative research was conducted in the sample of 89 respondents.
While the qualitative data collection was done using in-depth interviews of 5
respondents
Sampling design was simple random sampling.
Limitations-
Following are some of the limitations of the study
As the quantitative research was conducted using online surveys, there was minimal
control over the composition of the respondents in total sample.
As many of the homemakers and senior citizens have not responded to the survey, the
results of the research will not be applicable to them.
Respondent Bias was one of the major limitations of research, which we tried to
overcome through different tools of research.
9. RESULTS OF THE QUALITATIVE STUDY
Name of Occupation Age (in Response
respondent Years)
1. Vijesh Service 29 Advertisements not catchy and noticeable.
Hegde Game becomes monotonous and boring after a certain
(Oracle) level and user feels it’s a waste of time.
As per Indian psychology, user only takes interest when
he sees some benefit or value addition for them. Hence
do not pay attention to Ads.
Feature of application development is not famous in
India due to lack of user friendly nature of developing
tools.
2. Rajprasad Service 29 Herd mentality among Indian users of using pirated
Hegde contents.
(Tesco) Credit card penetration in India is very low hence usage
is also low
Least knowledge for application development in India,
hence good support software is required.
Indian youth follow the trend of global youth and are
more influenced by the buzz created.
Indian youth follows their friend circle, hence they
switch along with their friends.
Social networking sites like facebook got recognition
due to its exclusive student user base at first. Hence
Indian networking sites should also follow the same path
to get recognition.
3. Roshnee Student at 22 Don’t click on advertisements nor pay for in-game
Bhatia IES MCRC features as the basic purpose of visiting is networking &
past-time for free.
But would consider spending if one can earn revenue on
the social networking site.
Do not know how to develop applications as tools are
not user friendly.
If benefited through shared revenues then would
10. participate in online features and spend.
4. Prasad MS in NY 24 Used to play games and buy in-games item like Mafia
Vesawkar Univ Wars, but later got bored.
Is aware about the feature of app development but not
used it much due to lack of experience.
Has noticed ads but found them irrelevant to his profile
hence don’t click on it except for LIKNEDIN which
relevant ads according to the group joined
11. RESULTS AND ANALYSIS OF THE SURVEY
Overall demographics
Age
Monthly Family Income
15001 to 30000 INR 25.8
16 to 25 years 76.4
30001 to 45000 INR 25.8
45001 to 60000 INR 16.9
26 to 35 years 23.6
above 60000 INR 31.5
0 50 100
0 10 20 30 40
Occupation
Professional Self employed Service Student
5%
9%
20%
66%
Here we can observe that the average age of the 89 respondent is 22.89 years and the
average monthly family income is INR 43061
Students formed the major percentage of the respondent, followed by the service
category.
12. Top of Mind Awareness and the most preferred site as per the respondent
Top Of Mind Awareness Sites most visited by the respondent
Myspace 1.12
Orkut 1.12
Twitter 1.12
Linkedin 1.12 linkedin 5.62
Orkut 3.37
FB 93.26
Facebook 93.26
0 20 40 60 80 100 0.00 20.00 40.00 60.00 80.00 100.00
The most LIKED parameter for the mentioned social networking site
Most Like (%)
Parameter Facebook Twitter Linkedin Orkut Bharatstudent Indyarock Bigadda
Ease of Navigation/ 46.07 16.85 7.87 29.21 15.73 17.98 14.61
User Friendly
Sharing and 43.82 31.46 41.57 21.35 14.61 13.48 11.24
Networking
Privacy 6.74 7.87 13.48 10.11 8.99 2.25 5.62
Speed 1.12 19.10 5.62 5.62 1.12 4.49 4.49
Gaming 1.12 1.12 2.25 6.74 6.74 10.11 14.61
No response 1.12 23.60 29.21 26.97 52.81 51.69 49.44
The Top of Mind Recall for FACEBOOK is highest with 93.26% followed by meager
percentage of 3.3 for ORKUT.
Among the seven social networking sites listed, FACEBOOK is the most visited site with
93.26% followed by LIKNEDIN with 5.62%
The most liked parameter for the following sites are as follows:
o FACEBOOK: Ease of navigation/User friendly (46.07%)
o TWITTER: Sharing and Networking (31.46%)
o LINKEDIN: Sharing and Networking (41.57%)
o ORKUT: Ease of navigation/User friendly (29.21%)
o BHARATSTUDENT.COM, INDYAROCKS & BIGADDA : majority of the
respondents couldn’t respond for these sites
13. The most DISLIKED parameter for the mentioned social networking sites
Most Dislike (%)
Parameter Facebook Twitter Linkedin Orkut Bharatstudent Indyarock Bigadda
Ease of Navigation/ User 8.99 12.36 11.24 4.49 5.62 3.37 4.49
Friendly
Sharing and Networking 3.37 3.37 2.25 4.49 7.87 6.74 10.11
Privacy 29.21 12.36 15.73 26.97 12.36 11.24 11.24
Speed 26.97 15.73 17.98 13.48 10.11 14.61 11.24
Gaming 23.60 17.98 14.61 16.85 8.99 8.99 6.74
No response 7.87 38.20 38.20 33.71 55.06 55.06 56.18
The most disliked parameter for the mentioned social networking sites are:
o FACEBOOK: Privacy (29.21%)
o TWITTER: Gaming (17.98%)
o LINKEDIN: Speed (17.98%)
o ORKUT: Privacy (26.97)
o BHARATSTUDENT.COM: Privacy (12.36%)
o INDYAROCKS: Speed (14.61%)
o BIGADDA: Privacy and Speed share the same percentage (11.24%)
14. Opportunity Score Matrix
Importance = Satisfaction= s i-s [If i-s is Opportunity
i (Mean) (Mean) negative score.=i+(i-s)
consider it as 0]
Ease of navigation/ User 4.12 3.76 0.36 4.48
friendly
Speed 4.2 3.63 0.57 4.77
Privacy 4.42 3.7 0.72 5.14
Networking and Chatting 4 3.97 0.03 4.03
Sharing (e.g. Video, Music, 3.84 3.9 0 3.84
Photo, Status etc)
Applications 3.12 3.45 0 3.12
Information visibility 3.64 3.54 0.1 3.74
Earning in monetary terms 2.89 2.97 0 2.89
Online shopping 2.58 2.92 0 2.58
Gaming 2.6 3.12 0 2.6
Downloading (e.g. Videos, 3.31 3.35 0 3.31
music, photos, wallpapers
etc)
Ease of payment in suitable 3.08 3.12 0 3.08
currency and payment
gateways like paypal
In the Opportunity Score Matrix amongst all the other parameter, PRIVACY scored
the highest with the score of 5.14. This is due to the higher IMPORTANCE given with
lower SATISFACTION level which shows the gap between the expectation and actual
experience of the user
These parameters were followed by:
o SPEED : Opportunity score 4.77
o EASE OF NAVIGATION/USER FRIENDLY: Opportunity score 4.48
15. Responses received for Current and Proposed Model
Responses on Current Revenue Model
YES NO
I design apps and sell on social networking sites 8.99 91.01
I pay for special in-game items while gaming in… 6.74 93.26
I pay for the value added services provided by the … 13.48 86.52
I click on the advertisement which appears in the… 24.72 75.28
I notice the advertisement which appears in social… 67.42 32.58
Responses on the proposed model
YES NO
In association to OPTION NO.1 would you like to use
these earnings for legally watching latest released 62.92 37.08
movies (i.e. to inhibit piracy) on social networking …
I would visit the social networking sites which are
providing earning options through paid 67.42 32.58
surveys, application development etc. which can …
Comments on Current Revenue Models:
The efficiency of revenue generation through in-site advertisements is very low as many of the
users are noticing the advertisements but are not motivated to click the advertisements.
The current revenue models of the social networking sites are not very strong such as:
o Value Added Services
o Special paid In-Games items and features
o To design applications and sell based on shared revenue basis on social networking sites
Comments on Proposed Revenue Model:
The acceptance for both the models is very high as in comparison with the currents model as
seen above.
16. Verifying relation between
AGE V/s PROPOSED REVENUE MODELS
Age Proposed Model No.1 Total
yes no
26 to 35 years Count 14 7 21
% of Total 15.7% 7.9% 23.6%
16 to 25 years Count 46 22 68
% of Total 51.7% 24.7% 76.4%
Total Count 60 29 89
% of Total 67.4% 32.6% 100.0%
Age Proposed Model No.2 Total
yes no
26 to 35 years Count 13 8 21
% of Total 14.6% 9.0% 23.6%
16 to 25 years Count 43 25 68
% of Total 48.3% 28.1% 76.4%
Total Count 56 33 89
% of Total 62.9% 37.1% 100.0%
Comments:
From the first table it can be seen that 51.7% of the total respondent are belonging to age group
of 16 to 25 years and are in favor of proposed model 1 (which provides scope to earn revenue
and spent them in online shopping)
Similarly it can be observed from the second table that 48.3% of the total respondent are
belonging to the age group of 16 to 25 years are in favor of proposed model 2 (which enables
the user to use the earnings from model 1 for legally watching latest released movies i.e. to
inhibit piracy on social networking sites)
17. OCCUPATION V/s PROPOSED REVENUE MODEL
Occupation Proposed Model No.1 Total
yes no
Professional Count 5 3 8
% of Total 5.6% 3.4% 9.0%
Self employed Count 3 1 4
% of Total 3.4% 1.1% 4.5%
Service Count 12 6 18
% of Total 13.5% 6.7% 20.2%
Student Count 40 19 59
% of Total 44.9% 21.3% 66.3%
Total Count 60 29 89
% of Total 67.4% 32.6% 100.0%
Occupation Proposed Model No.2 Total
yes no
Professional Count 3 5 8
% of Total 3.4% 5.6% 9.0%
Self employed Count 2 2 4
% of Total 2.2% 2.2% 4.5%
Service Count 14 4 18
% of Total 15.7% 4.5% 20.2%
Student Count 37 22 59
% of Total 41.6% 24.7% 66.3%
Total Count 56 33 89
% of Total 62.9% 37.1% 100.0%
Comments:
From the first table it can be seen that 44.9% of the total respondent are Student and are in
favor of proposed model 1 followed by Service accounting for 13.5% (Model 1:which
provides scope to earn revenue and spent them in online shopping)
Similarly it can be observed from the second table that 41.6% of the total respondent are
Students and are in favor of proposed model 2 (which enables the user to use the earnings
from model 1 for legally watching latest released movies i.e. to inhibit piracy on social
networking sites)
18. INCOME V/s PROPOSED REVENUE MODEL
Monthly_income Proposed Model No.1 Total
yes no
above 60000 INR Count 19 9 28
% of Total 21.3% 10.1% 31.5%
45001 to 60000 INR Count 13 2 15
% of Total 14.6% 2.2% 16.9%
30001 to 45000 INR Count 13 10 23
% of Total 14.6% 11.2% 25.8%
15001 to 30000 INR Count 15 8 23
% of Total 16.9% 9.0% 25.8%
Total Count 60 29 89
% of Total 67.4% 32.6% 100.0%
Monthly_income Proposed Model No.2 Total
yes no
above 60000 INR Count 16 12 28
% of Total 18.0% 13.5% 31.5%
45001 to 60000 INR Count 13 2 15
% of Total 14.6% 2.2% 16.9%
30001 to 45000 INR Count 14 9 23
% of Total 15.7% 10.1% 25.8%
15001 to 30000 INR Count 13 10 23
% of Total 14.6% 11.2% 25.8%
Total Count 56 33 89
% of Total 62.9% 37.1% 100.0%
Comments:
21.3% of the total respondent belong to the monthly income group of above 60000 INR who
are in favor of the model 1 (which provides scope to earn revenue and spent them in online
shopping) followed by the monthly income group of 150001 to 30000 INR who account for
16.9%
From the second table 18.0% of the total respondent belong to the monthly income group of
above 60000 INR followed by 15.7% belonging to the monthly income group of 30001 to
45000 INR in favor of model 2 (which enables the user to use the earnings from model 1 for
legally watching latest released movies i.e. to inhibit piracy on social networking sites)
19. Verifying dependence between
OCCUPATION V/s CURRENT REVENUE MODEL
Crosstab
I_pay_for_special_in_game_items_while_gaming Total
yes no
Occupation Professional Count 2 6 8
% of Total 2.2% 6.7% 9.0%
Self Count 1 3 4
employed % of Total 1.1% 3.4% 4.5%
Service Count 0 18 18
% of Total .0% 20.2% 20.2%
Student Count 3 56 59
% of Total 3.4% 62.9% 66.3%
Total Count 6 83 89
% of Total 6.7% 93.3% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 7.922 3 .048
Likelihood Ratio 6.734 3 .081
Linear-by-Linear Association 4.326 1 .038
N of Valid Cases 89
a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is .27.
H0: Occupation of the respondent is independent of the current revenue model
H1: Occupation of the respondent is dependent of the current revenue model
As Pearson Chi-Square value = 0.048 is less than α = 0.05 at 95% Confidence Interval, we
reject H0 and accept H1
Hence Occupation of the respondent is dependent of the current revenue model.
20. Cluster Analysis
Extract of Agglomeration Schedule by Hierarchical method of cluster analysis
Coefficients Difference between consecutive coefficients
Stage
8 81 25.50
7 82 26.33 0.83
6 83 30.27 3.93
5 84 31.31 1.04
4 85 32.11 0.80
3 86 36.31 4.20
2 87 36.87 0.56
1 88 48.26 11.39
Beyond first stage the maximum difference between the coefficients is observed at the 3 rd
stage from bottom hence we can conclude that there are 3 clusters are emerging from the
given lifestyle statements.
From the table given bellow, the number of users per cluster is found out by K-means
method for cluster analysis
Number of Cases in each Cluster
Cluster 1 26
2 31
3 32
Valid 89
Missing .000
21. Testing significance of lifestyle statements using ANOVA
Cluster Error F Sig.
Mean df Mean df
Square Square
I_use_credit_card 41.265 2 .683 86 60.450 .000
I_like_online_game 9.443 2 .937 86 10.073 .000
i_like_download_free 5.228 2 1.227 86 4.260 .017
I_like_build_professional_network_online 6.153 2 .921 86 6.680 .002
I_like_online_shopping 14.413 2 .730 86 19.747 .000
i_like_video_chatting 6.454 2 .832 86 7.753 .001
i_use_my_phone_4_professional 18.956 2 .731 86 25.918 .000
I_download_paid_app 8.514 2 .826 86 10.314 .000
I_visit_site_through_my_phone 21.905 2 .984 86 22.251 .000
i_visit_sites_to_earn 12.180 2 .983 86 12.391 .000
i_dnt_mind_pay_downloading 11.032 2 .886 86 12.453 .000
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus
cannot be interpreted as tests of the hypothesis that the cluster means are equal.
As the significance values of the all the life style statements are below α = 0.05, we can say
that all these parameters are relevant for this model
22. Cluster 1 characteristics
Final Cluster Centers Cluster No.1 Remark
(Mean)
I_use_credit_card 2 Not so Influential factor
I_like_online_game 3 Neutral
i_like_download_free 3 Neutral
I_like_build_professional_network_online 3 Neutral
I_like_online_shopping 2 Not so Influential factor
i_like_video_chatting 3 Neutral
i_use_my_phone_4_professional 2 Not so Influential factor
I_download_paid_app 2 Not so Influential factor
I_visit_site_through_my_phone 2 Not so Influential factor
i_visit_sites_to_earn 2 Not so Influential factor
i_dnt_mind_pay_downloading 2 Not so Influential factor
Average age-22.03 year Average income- INR 49038
Cluster 1-Age
16 to 25 years 84.6
26 to 35 years 15.4
0 10 20 30 40 50 60 70 80 90
23. Cluster No.1- Monthly Family Income
15001 to 30000 INR 19.2
30001 to 45000 INR 23.1
45001 to 60000 INR 19.2
above 60000 INR 38.5
0 5 10 15 20 25 30 35 40 45
Cluster No.1-Occupation
7.7 3.8
Valid Professional
23.1
Valid Self employed
65.4
Valid Service
Valid Student
Cluster No.1- Responses on current revenue model
YES NO
I design apps and sell on social networking sites 7.70% 92.30%
3.80%
I pay for special in-game items while gaming in… 96.20%
I pay for the value added services provided by the… 15.40% 84.60%
I click on the advertisement which appears in the… 19.20% 80.80%
I notice the advertisement which appears in … 73.10% 26.90%
24. Cluster No.1- Responses for proposed model
YES NO
In association to OPTION NO.1 would you like to use
these earnings for legally watching latest released 50% 50%
movies (i.e. to inhibit piracy) on social networking
sites
I would visit the social networking sites which are
providing earning options through paid 53.80% 46.20%
surveys, application development etc. which can be
redeemed in online shopping (e.g. Live…
25. Cluster 2 characteristics-
Final Cluster Centers Cluster Remark
No.2
(Mean)
I_use_credit_card 2 Not so Influential factor
I_like_online_game 2 Not so Influential factor
i_like_download_free 4 Most Influential factor for respondent in
cluster no.2
I_like_build_professional_network 4 Most Influential factor for respondent in
_online cluster no.2
I_like_online_shopping 3 Neutral
i_like_video_chatting 4 Most Influential factor for respondent in
cluster no.2
i_use_my_phone_4_professional 4 Most Influential factor for respondent in
cluster no.2
I_download_paid_app 3 Neutral
I_visit_site_through_my_phone 4 Most Influential factor for respondent in
cluster no.2
i_visit_sites_to_earn 3 Neutral
i_dnt_mind_pay_downloading 3 Neutral
26. Average age- 22.43 years Average income- INR 43790
Cluster No.2-Age
26 to 35 years 19.4
16 to 25 years 80.6
0 10 20 30 40 50 60 70 80 90
Cluster No.2-Monthly Family Income
above 60000 INR 29
45001 to 60000 INR 12.9
30001 to 45000 INR 29
15001 to 30000 INR 29
0 5 10 15 20 25 30 35
Cluster No.2-Occupation
12.9
3.2
9.7 Student
Service
74.2 Self employed
Professional
27. Cluster No.2-Responses on current revenue model
YES NO
I design apps and sell on social networking sites 6.50% 93.50%
I pay for special in-game items while gaming in…6.50% 93.50%
I pay for the value added services provided by the… 12.90% 87.10%
I click on the advertisement which appears in the… 29% 71%
I notice the advertisement which appears in … 61.30% 38.70%
Cluster No.2-Responses for proposed revenue model
YES NO
In association to OPTION NO.1 would you like to
use these earnings for legally watching latest 64.50% 35.50%
released movies (i.e. to inhibit piracy) on social …
I would visit the social networking sites which are
providing earning options through paid 71% 21%
surveys, application development etc. which …
28. Cluster 3 characteristics
Final Cluster Centers Cluster Remark
No.3
I_use_credit_card 4 Most Influential factor for respondent in cluster
no.3
I_like_online_game 3 Neutral
i_like_download_free 4 Most Influential factor for respondent in cluster
no.3
I_like_build_professional_network_o 4 Most Influential factor for respondent in cluster
nline no.3
I_like_online_shopping 4 Most Influential factor for respondent in cluster
no.3
i_like_video_chatting 4 Most Influential factor for respondent in cluster
no.3
i_use_my_phone_4_professional 4 Most Influential factor for respondent in cluster
no.3
I_download_paid_app 3 Neutral
I_visit_site_through_my_phone 4 Most Influential factor for respondent in cluster
no.3
i_visit_sites_to_earn 3 Neutral
i_dnt_mind_pay_downloading 3 Neutral
29. Average age- 23.93 years Average income- INR 44,511
Cluster No.3-Age
26 to 35 years 34.4
16 to 25 years 65.6
0 10 20 30 40 50 60 70
Cluster No.3- Monthly Family Income
above 60000 INR
45001 to 60000 INR
30001 to 45000 INR
15001 to 30000 INR
0 5 10 15 20 25 30
Cluster No.3-Occupation
6.2 6.2
Student
28.1 Service
59.4
Self employed
Professional
30. Cluster No.3-Responses on current revenue model
YES NO
I design apps and sell on social networking sites 12.90% 87.10%
I pay for special in-game items while gaming in… 9.40% 90.60%
I pay for the value added services provided by the… 12.90% 87.10%
I click on the advertisement which appears in the… 25.80% 74.20%
I notice the advertisement which appears in… 71% 29%
Cluster No.3- Responses for the proposed revenue model
YES NO
In association to OPTION NO.1 would you like to
use these earnings for legally watching latest 71% 29%
released movies (i.e. to inhibit piracy) on social …
I would visit the social networking sites which
are providing earning options through paid 74.20% 25.80%
surveys, application development etc. which …
31. CONCLUSION AND RECOMMENDATIONS
From the most LIKED parameters where the Global networking sites score on Ease of
navigation/User friendly and Sharing and networking, Indian social networking sites need
to gear up on these fronts as they score very less in comparison to their Global
counterparts
On the other hand where Global social networking sites are lagging behind on parameters
like Privacy and Speed, Indian counterparts can build their strong positioning statements
and infrastructure on these parameters.
In the Opportunity Score Matrix on all the other parameter, Privacy is having the highest
opportunity score followed by Speed and Ease of navigation respectively. Hence ant new
social networking site can position themselves on the above mentioned parameters.
It is observed that Indian users are noticing the in-site advertisements but are not
motivated to click on it which is big road block according to the current revenue model.
The current revenue models of the social networking sites are not very strong such as:
o Value Added Services because very few people don’t like to spend money in the
social networking sites when its form their own pocket
o Special paid In-Games items and features because as games become monotonous
after certain period of time and users feels it’s not worth to spend time and money
on it
o To design applications and sell based on shared revenue basis on social
networking sites because as many of the users are unaware about the tools and are
lacking the skills to develop applications on their own
It was observed that there is a high acceptance for the proposed model no.1 that a user
would visit the social networking sites which are providing earning options through paid
surveys, application development etc. which can be redeemed in online shopping (e.g.
Live streaming, Video downloading, mobile recharge etc)
Also a high acceptance for the proposed model no.2 that a user would you like to use
these earnings for legally watching latest released movies (i.e. to inhibit piracy) on social
networking sites.
32. Hence these models are would be highly effective if implemented in the revenue model
for the social networking sites.
From different cross tabulations, it was observed that the proposed models no.1 & 2 were
readily accepted by the age group of 16 to 25 years and also by the Students.
It was observed that the proposed model no.1 & 2 are having higher acceptance in the
income group of INR 60000 and above.
From these observations we can propose that these models would be highly effective in
these segments.
When Cluster analysis was conducted for the 89 respondents, it was found that three
clusters emerged out of which Cluster No.2 and Cluster No.3 comprise of the most
prospective users for the proposed revenue models.
The proposed revenue models are designed in such a way that it would benefit all the
stake holders of Social Networking Media.
o Users: Mode of earning
o In-site advertisers: Enabling users to click on the in-site advertisements and
motivating them to buy using the earnings
o Film house production: Reducing piracy and increasing the viewership which will
increase the revenues
o Corporate clients: Applications could be build from crowd sourcing, data can be
collected etc
o Social Networking Sites: Adding to the revenue through the above mentioned
statements.
34. APPENDIX
Survey to enhance experience of Indian Social Networking Site
The survey is conducted to understand the hidden opportunities in social media for Indian markets and
to understand the scope for developing a new revenue models in social networking sites.
Name: ___________________
Contact number: ____________________
Email Id: ___________________
Age:
Upto 15 years
16 to 25 years
26 to 35 years
36 to 45 years
above 46 years
Occupation
Student
Service
Self employed
Professional
Home maker
Unemployed
Monthly Family Income
below 15000 INR
15001 to 30000 INR
30001 to 45000 INR
45001 to 60000 INR
above 60000 INR
35. 1. Enlist names of 5 social networking websites that you can recollect immediately.
______________
______________
______________
_______________
_______________
2. Which of the following social networking sites do you visit the most?
Facebook
Twitter
Orkut
Bharatstudent.com
Linkedin
Indyarocks
Bigadda
3. Which of the following parameters you LIKE the most for the mentioned social networking site?
Ease of Speed Privacy Gaming Sharing
Navigation/ and
User Networking
Friendly
Facebook
Twitter
Linkedin
Orkut
Bharatstudent.com
Indyarocks
Bigadda
36. 4. Which of the following parameters you DISLIKE the most for the mentioned social networking
site?
Ease of Speed Privacy Gaming Sharing
Navigation/ and
User Networking
Friendly
Facebook
Twitter
Linkedin
Orkut
Bharatstudent.com
Indyarocks
Bigadda
5. How important are these parameters according to you?
Least Unimportant Neutral Important Most
Important Important
Ease of
navigation/
User friendly
Speed
Privacy
Networking
and Chatting
Sharing (e.g.
Video, Music,
Photo, Status
etc)
Applications
Information
37. visibility
Earning in
monetary
terms
Online
shopping
Gaming
Downloading
(e.g. Videos,
music, photos,
wallpapers
etc)
Ease of
payment in
suitable
currency and
payment
gateways like
paypal
6. How satisfied you are from these parameters?
Least satisfied Dissatisfied Neutral Satisfied Most satisfied
Ease of
navigation/
User friendly
Speed
Privacy
Networking
and Chatting
38. Sharing (e.g.
Video, Music,
Photo, Status
etc)
Applications
Information
visibility
Earning in
monetary
terms
Online
shopping
Gaming
Downloading
(e.g. Videos,
music, photos,
wallpapers
etc)
Ease of
payment in
suitable
currency and
payment
gateways like
paypal
39. 7. Kindly tick the appropriate option for the following
Strongly Disagree Neutral Agree Strongly agree
disagree
I mostly use
my credit card
for payment
I like online
gaming
I like to
download
movie for free
I like to build
my
professional
network online
I like do online
shopping
I like do video
chatting
I use my
phone for
professional
purpose
I like to
download paid
applications on
my phone
I visit social
networking
sites through
my phone
40. I like to visit
social
networking
website which
gives
opportunity to
earn
I don't mind to
pay for
downloading
8. Kindly tick appropriate option for the following
Yes No
I notice the advertisement
which appears in social
networking site
I click on the advertisement
which appears in the social
networking site
I pay for the value added
services provided by the social
networking site (e.g. Linkedin,
Bharatmatrimoniy.com)
I pay for special in-game items
while gaming in social
networking sites
I design apps and sell on social
networking sites
41. 9. Kindly tick appropriate option for the following questions
Yes No
I would visit the social
networking sites which are
providing earning options
through paid surveys,
application development etc.
which can be redeemed in
online shopping (e.g. Live
streaming, Video downloading,
mobile recharge etc)
In association to OPTION NO.1
would you like to use these
earnings for legally watching
latest released movies (i.e. to
inhibit piracy) on social
networking sites