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A CASE STUDY IN TRIPURA
 PURPOSE: 
Study is to explore the relevant factors 
applicable for online marketing by studying 
awareness, purpose of use and usage of SNS. 
 NEED: 
These studies have basically focused on 
the usage and awareness, it is necessary to 
know how the online advertisements coming 
on the SNS is effective for the students.
1. Why does social networking remain popular 
within this group? 
2. To find whether there is a significant 
difference in the usage of SNS among UG & 
PG students or not. 
3. To find whether there is a significant 
difference in the usage of SNS among Male & 
Female students or not. 
4. To drive out the implications for marketing.
 METHOD OF DATA COLLECTION- Structured 
questionnaire. 
 SAMPLE SIZE- 300 (ICFAI University, Tripura) 
 METHODS OF ANALYSIS- Simple descriptive 
statistical analysis and ANOVA test.
 GENDER: 
Male- 85% 
Female-14% 
 AGE GROUP: 
18-21years-88.3% 
21-24years-9% 
24-27years-2.5% 
 EDUCATIONAL QUALIFICATION: 
UG-86.3% 
PG-13.7%
 Social network membership: 
MEMBERSHIP PERCENTAGE 
ONE SITE 18% 
TWO SITE 19.7% 
MORE THAN TWO SITES 32% 
TOTAL 69.7% 
Not members of any site – 30.3%
REASON PERCENTAGE 
Personal development 21.7% 
Making new friends 27% 
Sharing new ideas 32.3% 
Getting up to data information 13.3% 
Others 5.7%
METHODS OF NETWORKING PERCENTAGE 
Conference call 10% 
Message sharing 36% 
E-mail 37.7% 
Online news 16.3% 
MOST CONTACTED PEOPLE: 
MOST CONTACTED PEOPLE PERCENTAGE 
College friends 51.7% 
School friends 34.7% 
Relatives 10.7% 
Anybody 3%
FREQUENCY PERCENTAGE 
Once in a week 31% 
Daily 26% 
Several times in a day 18.7%
 Never visited Twitter- 77.7% 
 Visited My Space ocassionally-18.7% 
 Visited Facebook monthly-10% 
 Visited Orkut weekly- 28.7% 
 Visited Orkut daily-43.7%
REASON OF VISIT PERCENTAGE 
Touch wit friends 69% 
Planning events 9.3% 
Making new friends 11% 
Dating 2.7% 
Local events information 4.3% 
Passing time 3.7% 
NUMBER OF CLOSE FRIENDS IN CONTACT 
CONTACT PERCENTAGE 
1-4 close friends 39.3% 
5-10 close friends 31.7% 
More than 10 29%
CREATION SITES EXCEPTIONAL BASIS REGULAR BASIS 
You tube 40% 5.33% 
Photo sharing site 38% 8.6% 
Wikipedia 33% 12.3% 
Flicker 12.6% 2.33% 
ONLINE INFORMAION SHARING 
SHARE INFO WITH 
FRNDS ABOUT 
PRODUCT 
SATISFIED PRODUCT NON-SATISFIED 
PRODUCT 
Shared info regularly 46.3% 50% 
Shared info sometimes 51.3% 39% 
Never shared 2.3% 11%
 DESCRIPTIVE STATISTICS: 
B.Tech. program-69% 
BCA course- 15% 
MBA course-12% 
B.Sc. Course-1.3% 
BHTM course-1.3% 
MCA course-0.7%
Time spent- 90.3% and did not spend time-9.7% 
TIME SPENT PERCENTAGE 
More than one hour 49% 
2 to 3 hrs 37.3% 
3 to 4 hrs 7.3% 
More than 4 hrs 6.3% 
ANOVA TEST FOR 2nd objective 
HO =The mean of UG & PG students are same in relation to 
online activities. 
H1 = The mean of UG & PG students are not same in relation 
to online activities.
ACTIVITIES F Sig. 
Email 0.064 0.800 
Instant messaging 3.018 0.083 
Getting news 0.188 0.664 
Playing games 11.123 0.001 
Shopping 0.201 0.654 
Keeping in touch with others 4.110 0.044 
Online communities 3.225 0.074 
Study/ research 7.524 0.006 
Keeping in touch with others , online communities, instant 
messaging, study/research and playing games rejects null hypothesis 
but all other online activities accepts null hypothesis
ANOVA RESULTS OF SPENDING TIME ON 
MEDIA AND GRADUATION LEVEL 
MEDIUM F Sig. 
Newspapers 0.302 0.583 
Television 2.842 0.093 
Radio 0.114 0.736 
Internet 1.734 0.189 
Mobile phone 0.008 0.928 
Only for television reject null hypothesis and 
all other cases accept null hypothesis.
VERY 
IMPORTAN 
T 
IMPORTAN 
T 
QUITE 
IMPORTAN 
T 
CAN’T LIVE 
WITHOUT IT 
NOT 
IMPORTAN 
T 
E-mail 36% 35.7% 21.7% - 1.7% 
Instant 
messaging 
17.7% 37.3% 29.3% 4.3% 11.3% 
Playing 
games 
7% 20.3% 24.3% 9% 39.3%
ANOVA RESULT FOR THE ONLINE 
ACTIVITIES & GENDER CLASSIFICATION 
ACTIVITIES F Sig. 
E-mail 0.143 0.706 
Instant messaging 1.532 0.217 
Getting news 0.562 0.454 
Playing games 0.956 0.329 
Shopping 0.208 0.648 
Keeping in touch with others 0.000 0.982 
Online communities 0.108 0.742 
study/research 4.867 0.028
There is a significant difference in 
study/research between genders. There is 
no significant different in other online 
activities between genders 
 HO=The mean of female & male students are 
same in relation to spending time with different 
media 
H1 =The mean of female & male students are not 
same in relation to spending time with different 
media
MEDIUM F Sig. 
News paper 1.824 0.178 
Television 4.805 0.029 
Radio 0.123 0.726 
Internet 0.445 0.505 
Mobile phone 0.629 0.429 
There is significant difference genders in case of 
newspapers, radio, the internet, mobile phones. 
But there is a significant difference in spending 
time with television between the genders
ANOVA RESULTS FOR SOCIAL NETWORKING 
SITES & GENERAL CLASSIFICATION 
SNS F Sig. 
Orkut 0.480 0.489 
My space 3.689 0.056 
Facebook 0.206 0.650 
Yahoo groups 2.536 0.112 
Google groups 4.029 0.046 
twitter 1.000 0.318 
There is no significant difference between genders and google 
groups and my space and but there is a significant difference 
between means of gender and for all other cases
ANOVA RESULTS OF CONTENT CREATION 
SITES & GENDER CLASSIFICATION 
CONTENT 
CREATION SITES 
F Sig. 
You tube 0.006 0.936 
Flickr 4.076 0.044 
Wikipedia 3.932 0.048 
Photo/video sharing 
0.444 0.506 
sites 
Flickr & wikipedia rejects the null hypothesis but for you tube and 
photo sharing sites accepts the null hypothesis
 Marketers need to concentrate on SNS than 
traditional medias 
 They should ensure product quality before 
placing online advertisements 
 Advertisers should upload content that is 
viewed easily
Social networking site research study

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Social networking site research study

  • 1. A CASE STUDY IN TRIPURA
  • 2.  PURPOSE: Study is to explore the relevant factors applicable for online marketing by studying awareness, purpose of use and usage of SNS.  NEED: These studies have basically focused on the usage and awareness, it is necessary to know how the online advertisements coming on the SNS is effective for the students.
  • 3. 1. Why does social networking remain popular within this group? 2. To find whether there is a significant difference in the usage of SNS among UG & PG students or not. 3. To find whether there is a significant difference in the usage of SNS among Male & Female students or not. 4. To drive out the implications for marketing.
  • 4.  METHOD OF DATA COLLECTION- Structured questionnaire.  SAMPLE SIZE- 300 (ICFAI University, Tripura)  METHODS OF ANALYSIS- Simple descriptive statistical analysis and ANOVA test.
  • 5.  GENDER: Male- 85% Female-14%  AGE GROUP: 18-21years-88.3% 21-24years-9% 24-27years-2.5%  EDUCATIONAL QUALIFICATION: UG-86.3% PG-13.7%
  • 6.  Social network membership: MEMBERSHIP PERCENTAGE ONE SITE 18% TWO SITE 19.7% MORE THAN TWO SITES 32% TOTAL 69.7% Not members of any site – 30.3%
  • 7. REASON PERCENTAGE Personal development 21.7% Making new friends 27% Sharing new ideas 32.3% Getting up to data information 13.3% Others 5.7%
  • 8. METHODS OF NETWORKING PERCENTAGE Conference call 10% Message sharing 36% E-mail 37.7% Online news 16.3% MOST CONTACTED PEOPLE: MOST CONTACTED PEOPLE PERCENTAGE College friends 51.7% School friends 34.7% Relatives 10.7% Anybody 3%
  • 9. FREQUENCY PERCENTAGE Once in a week 31% Daily 26% Several times in a day 18.7%
  • 10.  Never visited Twitter- 77.7%  Visited My Space ocassionally-18.7%  Visited Facebook monthly-10%  Visited Orkut weekly- 28.7%  Visited Orkut daily-43.7%
  • 11. REASON OF VISIT PERCENTAGE Touch wit friends 69% Planning events 9.3% Making new friends 11% Dating 2.7% Local events information 4.3% Passing time 3.7% NUMBER OF CLOSE FRIENDS IN CONTACT CONTACT PERCENTAGE 1-4 close friends 39.3% 5-10 close friends 31.7% More than 10 29%
  • 12. CREATION SITES EXCEPTIONAL BASIS REGULAR BASIS You tube 40% 5.33% Photo sharing site 38% 8.6% Wikipedia 33% 12.3% Flicker 12.6% 2.33% ONLINE INFORMAION SHARING SHARE INFO WITH FRNDS ABOUT PRODUCT SATISFIED PRODUCT NON-SATISFIED PRODUCT Shared info regularly 46.3% 50% Shared info sometimes 51.3% 39% Never shared 2.3% 11%
  • 13.  DESCRIPTIVE STATISTICS: B.Tech. program-69% BCA course- 15% MBA course-12% B.Sc. Course-1.3% BHTM course-1.3% MCA course-0.7%
  • 14. Time spent- 90.3% and did not spend time-9.7% TIME SPENT PERCENTAGE More than one hour 49% 2 to 3 hrs 37.3% 3 to 4 hrs 7.3% More than 4 hrs 6.3% ANOVA TEST FOR 2nd objective HO =The mean of UG & PG students are same in relation to online activities. H1 = The mean of UG & PG students are not same in relation to online activities.
  • 15. ACTIVITIES F Sig. Email 0.064 0.800 Instant messaging 3.018 0.083 Getting news 0.188 0.664 Playing games 11.123 0.001 Shopping 0.201 0.654 Keeping in touch with others 4.110 0.044 Online communities 3.225 0.074 Study/ research 7.524 0.006 Keeping in touch with others , online communities, instant messaging, study/research and playing games rejects null hypothesis but all other online activities accepts null hypothesis
  • 16. ANOVA RESULTS OF SPENDING TIME ON MEDIA AND GRADUATION LEVEL MEDIUM F Sig. Newspapers 0.302 0.583 Television 2.842 0.093 Radio 0.114 0.736 Internet 1.734 0.189 Mobile phone 0.008 0.928 Only for television reject null hypothesis and all other cases accept null hypothesis.
  • 17. VERY IMPORTAN T IMPORTAN T QUITE IMPORTAN T CAN’T LIVE WITHOUT IT NOT IMPORTAN T E-mail 36% 35.7% 21.7% - 1.7% Instant messaging 17.7% 37.3% 29.3% 4.3% 11.3% Playing games 7% 20.3% 24.3% 9% 39.3%
  • 18. ANOVA RESULT FOR THE ONLINE ACTIVITIES & GENDER CLASSIFICATION ACTIVITIES F Sig. E-mail 0.143 0.706 Instant messaging 1.532 0.217 Getting news 0.562 0.454 Playing games 0.956 0.329 Shopping 0.208 0.648 Keeping in touch with others 0.000 0.982 Online communities 0.108 0.742 study/research 4.867 0.028
  • 19. There is a significant difference in study/research between genders. There is no significant different in other online activities between genders  HO=The mean of female & male students are same in relation to spending time with different media H1 =The mean of female & male students are not same in relation to spending time with different media
  • 20. MEDIUM F Sig. News paper 1.824 0.178 Television 4.805 0.029 Radio 0.123 0.726 Internet 0.445 0.505 Mobile phone 0.629 0.429 There is significant difference genders in case of newspapers, radio, the internet, mobile phones. But there is a significant difference in spending time with television between the genders
  • 21. ANOVA RESULTS FOR SOCIAL NETWORKING SITES & GENERAL CLASSIFICATION SNS F Sig. Orkut 0.480 0.489 My space 3.689 0.056 Facebook 0.206 0.650 Yahoo groups 2.536 0.112 Google groups 4.029 0.046 twitter 1.000 0.318 There is no significant difference between genders and google groups and my space and but there is a significant difference between means of gender and for all other cases
  • 22. ANOVA RESULTS OF CONTENT CREATION SITES & GENDER CLASSIFICATION CONTENT CREATION SITES F Sig. You tube 0.006 0.936 Flickr 4.076 0.044 Wikipedia 3.932 0.048 Photo/video sharing 0.444 0.506 sites Flickr & wikipedia rejects the null hypothesis but for you tube and photo sharing sites accepts the null hypothesis
  • 23.  Marketers need to concentrate on SNS than traditional medias  They should ensure product quality before placing online advertisements  Advertisers should upload content that is viewed easily