Impact of Social Media on Youth Perspective

PROJECT REPORT
On
“SOCIAL MEDIA AS A MARKETING TOOL AND IMPACT ON
YOUTHS PERSPECTIVE”
FOR
THE PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF
“MASTER OF BUSINESS ADMINSTRATION”
FROM GGS IP UNIVERSITY
DELHI
BATCH: 2011-13
SUBMITTED BY: SUBMITTED TO:
SWATI SHARMA (SYN-13) Dr. PREETI KULSHESHTA
ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,
GREATER NOIDA (UP) – 201306GREATER NOIDA (UP) – 201306
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Supervisor Certificate
This is to certify that SWATI SHARMA a student of Master of Business
Administration, Batch –MBA08, Army Institute Management &
Technology, Greater Noida, has successfully completed her project under
my supervision.
During this period, he worked on the project titled “IMPACT OF
SOCIAL MEDIA MARKETING AND THE PERSPECTIVE OF
YOUTH” in partial fulfillment for the award of the degree of Master of
Business Administration of GGSIP University, Delhi.
To the best of my knowledge the project work done by the candidate has
not been submitted to any university for award of any degree. Her
performance and conduct has been good.
(Signature)
Name of the faculty supervisor
AIMT-Gr. Noida
Date:
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ACKNOWLEDGEMENT
I take this opportunity to show my sincere gratitude to all those who made this
study possible. First of all I am thankful to the helpful staff and the faculty of
Army Institute of Management and Technology. One of the most important
tasks in every good study is its critical evaluation and feedback which was
performed by our supervisor Prof. Gyanesh Kumar Sinha. I am very thankful
to our supervisor for investing his precious time to discuss and criticize this
study in depth, and explained the meaning of different concepts and how to
think when it comes to problem discussions and theoretical discussions. My
sincere thanks go to my family members, who indirectly participated in this
study by encouraging and supporting me.
SWATI SHARMA
MBA08
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PREFACE
This Report will help to understand the Social Media marketing as a tools and its impact on
the youth . In this report we will study about the various tools of social media marketing and
its impact which is positive as well as negative on the youth. This report also throws light on
the activities performed by youth on various media’s.
This report includes history, options, tools, impact, consumption of social media by the
youth and also the ethical values to be kept in mind while being online . The report also
gives an analysis along about the media consumption by the youth . all this help to develop
an understanding how the social media is proving to be a boon or a bane to the society. How
the usage of social media is shaping the thoughts of the youth in a country and how they
react to particular things which they see online.
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EXECUTIVE SUMMARY
Every company from small firms to Fortune Companies are racing to make
their mark in cyberspace with their own “Home Pages” on the world wide
web (www). In the current era of technology when new technological
advances are taking place at every walk of our lives I am trying to show
how these SOCIAL MEDIA marketing tools are impacting the youths
perspective. Gone are the days when pure- bricks model would thrive well
in the market scenario. Social media had become really important gradient
in today’s marketing mix in general and in promotion mix in particular.
Internet growth is creating opportunities for marketers. The number of
Internet users around the world is constantly growing.
I have done my winter dissertation project on “impact of social media
marketing and youth perspective” which has helped me to get in tune with
the current marketing trends in the social media. It also helped me to
understand how these marketing techniques are affecting the decision of the
youth while purchasing certain items.
I started my research by going through the various content available online
and going through the social media marketing techniques used by various
companies. The study is descriptive in nature. The data is majorly secondary
with a few questionnaires being filled up by some of colleagues. The
research is majorly based on the content available through various sources
online.
It starts with an introduction to the concept of social media marketing and
its history as discussed. The need and importance of social media marketing
and how most of the companies these days are focusing on the internet
media in order to increase their presence. Then the literature surveys which
all are the research projects I referred to during my research. For collecting
the primary data I got some questionnaires filled up through some of my
colleagues. The secondary data was collected through books, journals,
magazines and certain websites; I started my data analysis and interpreted
the data.
Based on my findings, the research work and my experience and
understanding of the research and topic I have given certain
recommendations for social media marketing.
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TABLE OF CONTENT
A. Supervisors certificate……………………………………
B. Acknowledgement……………………………………….
C. Executive summary……………………………………….
CHAPTER-1: INTRODUCTION
1.1 History of Social Media Marketing
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OBJECTIVE
The study will throw light on how the social media has become a way of life
for the people. It tells us how today’s youth is spending time on various
forms of media and what are these various forms of media. It also analyses
what are the negative impact that these social media marketing techniques
are making and how the youth is moving from leading an active life to a
more sedentary lifestyle which may cause health and other serious problems
to the generations today and the generations to come. The objective of this
research is as follows:
• To understand how the various forms of media are used for marketing
• To find the various methods of social media tools
• To suggest strategies to bridge the gap between expectation and
performance to improve its effectiveness
• To find the impact of social media on the youth
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LITERATURE REVIEW
In the current era of technology when new technological advances are
taking place at every walk of our lives I am trying to show how these
SOCIAL MEDIA marketing tools are impacting the youths perspective.
How they get carried away by mere seeing of certain games online and
some online marketing. Gone are the days when pure- bricks model would
thrive well in the market scenario. Social media had become really
important gradient in today’s marketing mix in general and in promotion
mix in particular. Adapting some form of marketing online through social
media is a key node for all businesses, especially in an industry where
trends constantly change such as fashion and handicrafts. Social Media has,
to some extent, made the youth more accessible to marketers. Social Media
Marketing is about understanding how technology is making it easier for
people to connect socially with their social networks and how your business
can profit from that understanding. More and more of your customers,
whether for personal use, business-to-consumer or business-to-business
reasons use social media in every aspect of their daily life. There is a
common misconception that social media and social networking sites (SNS)
are two synonymous terms. This media encourages user involvement which
can be as simple as posting comments or giving votes or as complex as
recommending content to other user on the basis of preferences of people
with similar interests and lifestyle. Thus social media can be described as a
broad term inclusive of activities where people create content, share it,
bookmark it and network at a phenomenal rate. On the other hand social
networking sites are a place where in one forms communities of interest to
connect to others. Social networking sites utilize social media technology to
connect with people and build relationships. The youth have significant
buying power, are influential on the buying decisions within their family
units and are often the trendsetters in society. Their natural digital literacy
and love of social networks means that the media landscape has become less
fragmented and that we have much better insight into where they are and
what they are interested in, however, a number of barriers and challenges to
the successful use of Social Media for marketing still remain. The aim of
this paper is to find out how brands actually measure the impact of the
social media. It also briefs about the various methods of SOCIAL MEDIA
marketing. It throws some light on how do brands understand the social
media habits of the youth. And also how do brands get noticed by Youth. It
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also talks about how brands create engaging content that will keep the youth
following different media channels. Does social media marketing create
profit for brands. And why is digital media an upcoming media for brands
to advertise. In addition strategies have been suggested to maximize
effectiveness. Social networks are extremely capable of informing and
influencing purchase decisions, as many users now trust their peer opinions
more than the marketing strategists. Customers now have the power to talk
back at the brand and broadcast their opinions of the brand. Therefore,
marketers have no choice but to treat them differently and with greater
respect. Every company is emphasizing to make marketing decisions in the
areas of segmentation, product offerings, pricing, distribution and
promotion. Increasing use of information and communication technologies
is shifting market power from suppliers to consumers; ensuing consumer
empowerment is presented as an unintended consequence of marketing.
Marketing implications arising from this consumer empowerment are
examined in terms of a process where control and management by suppliers
over consumer access and ennoblement are increasingly difficult. The
Information technology has produced a revolutionary new way for
businesses to communicate and interact with their customers. The role of
marketing strategies in fostering controlled consumer empowerment is
reflected in the development of information-based consumer-centric
marketing strategies that seek to enable and control delegation. Before the
development of the web, news was slow moving and organizations could
take their time to develop structured responses to problems. Currently, rapid
developments in consumer generated media sites mean that the general
public can quickly air their views. These views can make or break a brand.
Consumers trust these published opinions and base their buying decisions
on them. For example, eBay’s success has been based on their system of
feedback ratings, which provides consumer opinions of sellers. Any
information available to company potential clients affects company
reputation and their buying decisions. The influence of the information and
technology on business over the next five years will be great. A the Web is
beginning to shake the foundations of the advertising industry as it
transforms how even offline media, such as radio, TV and print advertising,
is purchased. Marketers are seeking to take advantage of vast audiences for
social media sites, and tap into their inclination to participate and interact
online, as well as their potential to amplify and transmit targeted messages.
Over the past 40 years, we have experienced a radical shift in how business
is conducted and how people interact. The introduction of personal
computers, the Internet, and e-commerce have had a tremendous impact on
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how businesses operate and market. The introduction of social media
technology is accelerating and we can expect it to have a similar impact on
businesses now and into the future. As new technologies became available,
businesses that learn to use new technologies gain great benefits. Some of
the best-known examples include technology-driven companies such as
Microsoft, eBay, Amazon and Google. In a short span of time, social media
has become one of the most loved mediums for the Indian youths today.
Social Media Marketing is the hottest new marketing concept and every
business owner wants to know how social media can generate value for
their business. People are social by nature and collect or share information
that is important to them. Social Media Marketing is about understanding
how technology is making it easier for people to connect socially with their
social networks and how your business can profit from that understanding.
More and more of your customers, whether for personal use, business-to-
consumer or business-to-business reasons use social media in every aspect
of their daily life. There is a common misconception that social media and
social networking sites are two synonymous terms. Social media are tools
for sharing and discussing information. It can be described as a kind of
online media which encourages every member for feedback and
contribution. It is a social instrument of two way communication facilitating
the sharing of information between users within a defined network via web
2.0 (O'Reilly, 2005). It involves online activities in which the user
contributes to content creation. This media encourages user involvement
which can be as simple as posting comments or giving votes or as complex
as recommending content to other user on the basis of preferences of people
with similar interests and lifestyle. Thus social media can be described as a
broad term inclusive of activities where people create content, share it,
bookmark it and network at a phenomenal rate. On the other hand social
networking sites are a place where in one forms communities of interest to
connect to others. Social networking sites utilize social media technology to
connect with people and build relationships. Social networking sites allow
individuals to construct their profile within a bounded system, share with
other users and view and traverse their list of connections and those made
by others within the system (Boyd & Ellison, 2007). It can be thus
concluded that social networking sites are a form of social media. The
increasing dependence on technology for basic communication highlights
the importance of analyzing how these networking sites are affecting daily
processes. Anyone including teens and young adults, women, men, affluent
consumers, and older individuals can join a social network site. Once
registered the person can begin to socialize and create his/her own network
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of friends with common interests or goals. Sites like Face book, Twitter,
LinkedIn are influencing the way users establish, maintain and cultivate a
range of social relationships, from close friendships to casual acquaintances.
Consumers today want to be more informed about products before they
make the purchase. Most importantly, social networks are extremely
capable of informing and influencing purchase decisions, as many users
now trust their peer opinions more than the marketing strategists. Customers
now have the power to talk back at the brand and broadcast their opinions of
the brand. Therefore, marketers have no choice but to treat them differently
and with greater respect.
LIMITATIONS
The analytical study emphasizes on Social Media Marketing and its impact
on youth. Data used is collected through a research conducted within Delhi-
NCR. Also, the research is majorly a secondary research where the data was
collected from the internet, books, magazines, journals, etc. Since, the
conclusion drawn are based on limited data, they remain subject to
modifications and corrections.
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SCOPE OF THE STUDY
The scope of the study has been limited to social media marketing only. The
study has been confined to Delhi & NCR region as this area has greater
internet penetration and plenty of social Network Sites users.
RESEARCH METHODOLOGY
The study is based on descriptive research design. A questionnaire has been
designed, to know the point of view of respondent regarding the extent of
social media that helps consumers in buying decision making. First part of
the questionnaire contains information regarding demographics and usage
pattern of social media of the respondent. Second part has series of close-
ended indirect questions which are based on impact of social media in
making consumer buy a product and expectation from such media. The
survey was conducted online through social networking sites and responses
of 150 social networkers were collected. The instrument (questionnaire) was
put over Google docs and the link was sent to users to fill the instrument
through various social networking sites like Facebook, Orkut, Twitter,
LinkedIn, Hi5, Bebo etc. The respondents and other people on different
social networking sites were also requested to post the link from their
profile. So the sampling technique used was non-probability convenience
sampling.
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Profile of Respondents
Variable* Classification Total N (%)
GENDER Male 71
Female 79
AGE Less than 18 0
18-24 68
25-39 72
40-60 10
International Journal of Marketing, Financial Services & Management
Research
Vol.1 Issue 11, November 2012, ISSN 2277 3622
Online available at www.indianresearchjournals.com
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Motivation behind following a brand or joining a brand page
Variable Total N
Motivation to follow a
Brand or Join a Brand page
Brand invitation/Advertising 68
Friend’s invitation 52
Personal research 32
Loyalty towards the brand 44
The motivational factor for people joining/ following a brand page/ brand
on social networking platforms vary from person to person. The main
reason fans come to join a brand page or brand following is through brand
invitation/ advertising followed by a friend invitation. The search factor
(personal Research) plays an important role, thus it is crucial for brands to
be found if consumers search for them. Brand loyalty also plays a role in
motivation towards brand following on the social networking platforms.
Brand loyalists are consumers who will market a certain brand and talk
positively about it among their friends/ peers. This is free word-of-mouth
marketing for the brands and is often very effective. Social networking sites
are a new CRM (to receive exclusive deals and offers, exclusive content)
tool where the consumer wants to feel exclusive. The attachment to brand is
a key motivator to advocate the brands. Demonstrating appreciation for the
brand, showing what you like, and supporting the Brand’s values play an
active role in generating advocacy. The desire to engage with the brand
either through dialog with the brand’s representatives or with other
consumers reaches an interesting level.
International Journal of Marketing, Financial Services & Management
Research
Vol.1 Issue 11, November 2012, ISSN 2277 3622
Online available at www.indianresearchjournals.com
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Time dedicated for socializing
Social networking is now an important aspect of the day. With most people
spending more than hour online! The above chart depicts very clearly that
how much it is important for the marketers to exploit the situation by
making workable marketing strategies.
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Purpose for using social media platform
Social media helped people connect with long lost friends. This is evident
with 58% respondent in the survey using such platform to connect with
friends. While 24% respondents believe in exchanging their views and
experiences on various products/Services and others apart from just playing
games and participating in contests (16%). So, here marketers have plenty
of opportunity to communicate with their targets and offer them their
products/service to persuade them to transact and become loyal customer
for them. It is a fast growing platform for brands in all the sectors. It acts as
an effective tool as it is the best way to reach out market segment without
incurring huge cost.
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Considering social media in buying decision
It is evident from the above bar chart that most of the respondents are using
social media networks are considering social media before starting of
buying decision making process. More than two third of users are always
considering social media networks at the time of getting into purchase
decision. So, it is of enormous importance for the marketers to put
information on the social sites where there is huge probability to come into
the eyes of consumers and if successes into pursuing the customers’ then
positive word of mouths will automatically get started. This will eventually
gives rise to multiple impacts and conversation will get started on the web.
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MEANING AND INTRODUCTION:
Social media marketing refers to the process of gaining website traffic or attention through
social media sites. Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it with their social networks.
A corporate message spreads from user to user and presumably resonates because it appears
to come from a trusted, third-party source, as opposed to the brand or company itself.
Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned
media rather than paid media.
HISTORY OF SOCIAL MEDIA MARKETING:-
The history of social media is credited mostly to the last decade with social networking sites such as Facebook,
Twitter, LinkedIn and YouTube. While these sites most definitely propelled social media to new heights, the truth
is they don’t represent the original social networking platforms. Social media channels like Google+, Pinterest,
Instagram and Foursquare weren’t here or popular in 2009. But, so what? The social media sites your business uses
don’t drive success. If your business doesn’t have the mindset to use social media as channels to connect, engage,
share and build trust with your current and prospective future customers, you’re totally missing the point of social
media. And, it doesn’t matter if you’re a B2C or B2B. Social networking phenomenon has emerged over the past
ten years. In that time, social networking sites (SNS) have grown from a niche to a mass online activity, in which
tens of millions of internet users are engaged, both in their leisure time, and at work. However, there has been very
little research on the socio-economic impact of these sites in the Indian context. In this paper we focused on the
impact of these social networking sites on the youth of India in both positive as well as negative phase. Social
networking is a phenomenon which has existed since society began. Human beings have always sought to live in
social environments. The proliferation of social networking sites (SNS) and their pervasion in everyday practices is
affecting how modern Indian youth societies manage their social networks. To a significant extent, SNS have
shifted social networking to the Internet. In less than five years, these sites have grown from a niche online activity
into a phenomenon through which tens of millions of internet users are connected, both in their leisure time, and at
work. There are various factors which have prompted us to consider the implications of these technologies for
policy-making. One of these is the willingness of users to embrace SNS as a means of communication and social
networking in everyday life. The increasing dependence on technology for basic communication also highlights the
importance of analyzing how SNS are affecting daily processes. Sites like Face book, Friend ster and LinkedIn are
influencing the way users establish, maintain and cultivate a range of social relationships, from close friendships to
casual acquaintances. Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters brand awareness and often, improved customer service.
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Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing
campaigns.
TYPES OF SOCIAL MEDIA TOOLS USED BY YOUTH
• Computers
• Texting
• Facebook
• Youtube
• Smart phones with apps
• ipads
• Television
• Movies
• Video games
• Tweeting
• MySpace
• Pinterest
SOCIAL MEDIA PLATFORMS
Social networking websites and blogs
Social networking websites allow individuals to interact with one another
and build relationships. When products or companies join those sites,
people can interact with the product or company. That interaction feels
personal to users because of their previous experiences with social
networking site interactions.
Social networking sites and blogs allow individual followers to “retweet” or
“repost” comments made by the product being promoted. By repeating the
message, all of the users connections are able to see the message, therefore
reaching more people. Social networking sites act as word of mouth.
Because the information about the product is being put out there and is
getting repeated, more traffic is brought to the product/company.
Through social networking sites, products/companies can have
conversations and interactions with individual followers. This personal
interaction can instill a feeling of loyalty into followers and potential
customers. Also, by choosing whom to follow on these sites, products can
reach a very narrow target audience.[
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Social networking sites also include a vast amount of information about
what products and services prospective clients might be interested in.
Through the use of new Semantic Analysis technologies, marketers can
detect buying signals, such as content shared by people and questions
posted online. Understanding of buying signals can help sales people target
relevant prospects and marketers run micro-targeted campaigns.
Mobile phones
Mobile phone usage has also become beneficial for social media marketing.
Today, many cell phones have social networking capabilities: individuals
are notified of any happenings on social networking sites through their cell
phones, in real-time. This constant connection to social networking sites
means products and companies can constantly remind and update followers
about their capabilities, uses, importance, etc. Because cell phones are
connected to social networking sites, advertisements are always in sight.
Also many companies are now putting QR codes along with products for
individuals to access the company website or online services with their
smart-phones.
Engagement
In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business
allows anyone and everyone to express and share an opinion or an idea
somewhere along the business’s path to market. Each participating customer
becomes part of the marketing department, as other customers read their
comments or reviews. The engagement process is then fundamental to
successful social media marketing.
CAMPAIGNS
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Many social media campaigns target men specifically, perhaps the most
famous one of all being The Old Spice Guy. With quick-witted humor and
the tagline “Smell like a man, man,” Isaiah Mustafa quickly became a
popular and oft-quoted figure in TV commercials. Then Old Spice
developed a social media campaign allowing him to respond to questions
directly via online videos – 180 to be exact. Throw Twitter in the mix, plus
a mention from the ever-followed Ashton Kutcher, and the buzz following
the campaign is still being generated two years later.
Several other brands are jumping on the Social Media Campaign Trail as
well to reach their target audience of men, and succeeding with creative
content and direct branding. Here are 5 examples of brands targeting men
through social campaigns.
Why It Works
The proposition is simple, “Our Blades are F*****g Great,” and addresses
two age-old “man” problems right off the bat: 1) paying too much for razors
and 2) forgetting to buy them. The pitch solves them both and lets you know
right away, “For just a dollar a month, we send a high quality razors right to
your door.” Easy, right? Funny and to the point wins the race.
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Mike from Dollar Shave Club directly addresses his customer, young adult
men, and does a pretty good job by acting like one himself. In fact, he
actually trained with the sketch comedy group Upright Citizens Brigade,
and it shows. Given the simplicity of the video, he also shows you don’t
need to spend a lot of money for a high-production advertisement. Show
who you are, solve a real problem, and your audience will care. Authenticity
is key.
We’ve seen deadpan humor and endlessly quotable one-liners before like
the aforementioned Old Spice Guy? Everybody likes to laugh and it’s a
great reason to share funny material online. Mike shows us that even a hard
sell can be a hoot.
Gymkhana 5
In a series of successful racing videos from DC Shoes, Ken Block,
professional rally driver and co-founder of the clothing brand, participates
in some exciting automative shenanigans. In Gymkhana 5, Block races
around the streets of San Francisco for 10 fast-paced minutes of pure
adrenaline and hoonery.
Why It Works
Gymkhana shows great content doesn’t need to be swimming in logos and
branding to be effective. It’s exciting. It’s emotive. It’s engaging. It has one
specific goal in mind: draw the attention of every car guy possible, then
actually hold that attention for five to ten minutes.
What DC and Gymkhana did very well is give viewers control of where to
watch it. They not only made content that viewers want to share with
friends but also made it extremely easy to do so, beginning with YouTube
and expanding out from there. DC Shoes was not stingy with embed links
and formats, making the video readily available in downloads with the
potential to be viewed on laptops, iPhones, iPads and more. In doing so,
they were able to achieve 500,000 shares in its first 24 hours alone and get
the video into as many hands as possible. The high-quality production and
HD format of the video are also worth noting, because really, how else
would you want to watch a slow-motion 360 donut?
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In specifically targeting a narrow audience (a.k.a. car guys) they were able
to create great content that served a wider audience as well.
Movember, Changing the Face of Men’s Health
For the month of November, Movember encourages men to grow a mustache or “Mo” in
order to generate funding and awareness for men’s health. Launched in 2004, the
campaign really took off in the last two years thanks to social media and raised more
than $120 million for prostate cancer research in 2011.
Why It Works
“We as men don’t feel comfortable talking about our health,” says Movember co-
founder Adam Garone. However, growing a mustache gives men an easy and fun segue
into a conversation about men’s health. Prostate cancer and other men’s health topics
affect many people. So, it’s not difficult to comprehend why the #Movember hashtag
dominates social media like Twitter and Facebook during the month of November, not to
mention phrases like “prostate cancer” and “getting checked.” These trends suggest men
are actually responding and going to the doctor, which is the ultimate goal of the
program.
When you add social media into the mix, the potential reach of the conversation is
endless, but you can’t get in your own way. Men can generate all this chatter and keep
the conversation going, but the people behind Movember had to be willing to relinquish
some control of their brand, something many companies have an issue doing while
holding on to brand integrity. Darone mentioned they reached 800,000+ Brand
Ambassadors last November, but to be successful he had to trust the community,
allowing them to speak on the benefits men’s health awareness.
So, what’s the lesson? If you’re trying to generate awareness about an embarrassing
topic, create a sense of solidarity through symbolism.
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Carlsberg, “That Calls For A Carlsberg”
Carlsberg took to a shot at a social stunt last year to generate conversation
for their campaign. They filled a 150-seat theater in Brussels, Belgium, with
148 of the most intimidating, mean and hulky looking bikers they could find
and left two seats empty in the dead center. For those who took the seats,
Carlsberg rewarded their act of bravery, with applause and fresh, cold beer
of course:
Why It Works
Would you sit down? Which of your friends would run in the opposite
direction? The bravery to face your fears is something to be admired, says
the beer label. The video ties into its larger advertising campaign, with the
tagline “That calls for a Carlsberg,” aimed at rewarding men who step out
of their comfort zones and prove themselves to be courageous. The simple
yet effective story caught the attention of millions who identified with the
emotions, and the YouTube video has 11.7 million views as of September
2012.
Indeed, the candid-camera style format is a favorite of many, and when
placed on a social medium it has an even greater effect. Did you know what
you were getting into when you watched the ad? I sure didn’t. The surprise
is so genuine and applause so encouraging, it makes you want to share the
video with your family and friends.
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Degree For Men, “Masters of Movement”
Degree Men’s Deodorant turned to social video and social gaming to
promote their line of Adrenaline products with the campaign”Masters of
Movement.” The four part series of videos features extreme sports icons on
outdoor adventures and allows social gamers to earn points and currency.
Why It Works
With a goal to increase the brand’s interaction with its core consumers, Degree was
successful in leveraging social gaming to reach their audience of 18 to 35-year-old males
through a partnership with Ubisoft on the new Adrenaline game for Xbox Kinect and
PS3 Move. They also provided an Adrenaline game for mobile, social and in-banner use.
Degree was also effective in tying their new line of MotionSense into their video.
MotionSense is a sweat technology that releases bursts of fragrance to fend off sweat and
odor in response to body movement. The video is similar to Gymhkana in that it does not
excessively promote the product; however, it produces great content that generates
conversation and directly ties in with the video’s movement and action.
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Major Takeaways
• Know your audience and where to find them. When aiming for men, incorporate
sites like YouTube or gaming.
• Create engaging content that’s not swimming in branding and let the
conversation flow from there.
• Make content accessible and shareable, especially when it comes to embedding
videos.
• Know where you audience is and exploit the relevant networks to make your
campaign as visible as possible.
• Evoke emotions like anticipation, suspense, courage or joy.
• Don’t be scared of humor and quirky one-liners to convey your message.
MEDIA CONSUMPTION OF TYPICAL YOUTH
WHAT YOUTHS DO ONLINE ?
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CHARACTERISTICS OF SOCIAL NETWORKING SITES
FEATURES DESCRIPTION
Presentation of
oneself
The basic level of entry in most SNS is the setting up of a
'profile': a personalized page developed by the user in
which he/she presents him/herself to peers, through text,
photos music and videos amongst others Functionalities.
SNS allow users to mobilize and organize their social
contacts and profiles in the way they want other members
to see them.
Externalization
of data
The externalization of networks is possibly one of the first
times online users have been able to view their own online
social networks, and share them with friends and the
general public. Some SNS also support applications
which allow users to describe the relation between
themselves and other members.
New ways for
community
formation
Though notions of virtual communities have existed since
the beginning of online applications, SNS support new
ways for people to connect between themselves. Users of
29

these sites may choose to communicate through various
digital objects, such as tags and in-built applications
within the SNS, such as the 'visual shelf' application in
Facebook. Users may join a community of book readers,
connecting through books they have liked
Bottom-up
activities
SNS provide the ideal platforms through which users with
similar values and interests can come together to
Collaborate effectively and cheaply. For instance, doctors
can share and double check rare medical cases on health
SNS such as Within3, or activists can organize a protest
through sites like Care2.
Ease of use A major attribute of SNS' popularity is their simplicity.
Anyone with basic internet skills can create and manage
an online SNS presence. Prior to SNS, users gained an
online presence by having a personal homepage. The
drawbacks were that these homepages are not easy to
create and development and hosting of the site often incur
costs. In contrast, SNS are free of charge and open for
anyone to join. Most of them require registration, while
others limit membership through an invitation from
members who are already members of the site.
Reorganization
of Internet
geography
SNS support new points of entry to the internet: people's
personal worlds. Until recently, people spoke of the
internet in metaphors of places (cities, addresses, and
homepages).
Taking all these characteristics together, we can observe significant changes in how users network and operate their
social contacts according to different social environments. In particular, SNS seem to be influencing and shaping
the way we communicate between ourselves and how we manage our social contacts.
IMPACT OF SOCIAL MEDIA MARKETING ON YOUTH
There has been significant interest and concern about the risks of online social networking because of access to personal
information and the anonymity that the system allows. A number of public cases of bullying and identity theft have put this issue in
the public arena. In the survey participants were asked whether they have ever had a bad social networking experience. A
30

considerable number of respondents in a survey (28%) reported having had a negative online experience with adults aged below 30
the most likely to export this (60%).
These participants were asked to provide further information about the negative experience. For most respondents the experience
reflected unwanted contact or people posting in appropriate or upsetting information online. Some respondents specified having
online bullying and provided examples such as abusive messages and harassment from someone of the opposite sex.
(A)NEGATIVE IMPACT OF SOCIAL MEDIA ON YOUTH
In considering the disadvantages, respondents identified a number of negative aspects of online social networking including:
(i) the time-consuming nature of online social networking sites, Indian youth admitting that they waste a lot of time on these sites.
(ii) Concern about access to personal information by others, with almost half of the youth worried that “non friends may see their‟
personal information.
(iii) Concern that information posted may be used against them.
(B)Other Negative Impacts Of Social Networking
The negative effects of a new technology are never fully visible in the initial stages due the hype and excitement involved. However
with time we observe the more time we spend online the more connected we get hence the urge to not miss out on anything this
induces an invisible layer of stress and pressure on the individuals. The very fabric of our societies is now beginning to take a new
shape.
Scientist have warned Sites such as Face book, Twitter and Bebo are said to shorten attention spans, encourage instant gratification
and make young people more self-centered.
(i) My fear is that these technologies are infantilizing the brain into the state of small children who are attracted by buzzing
noises and bright lights, which have a small attention Span and who live for the moment.
(ii) A 2010 Case Western Reserve School of Medicine study showed hyper-networking (more than three hours on social
networks per day) and hyper texting (more than 120 text messages per day) correlated with unhealthy behaviors in teens,
including drinking, smoking and sexual activity. Hyper-networking was also associated with depression, substance
abuse, poor sleep patterns, suicide and poor academic performance
(iii) While the above studies show actual correlations between social networking and negative consequences, others argue
that many other negative consequences may exist that have not yet been studied. Some of the harmful effects people
suggest social networking has that have not yet yielded conclusive study results include:
a) Social networking websites are causing alarming changes in the brains of young users, an eminent.
b) Encouraging poor grammar, usage, and spelling Allowing the spread of misinformation that may be perceived as fact
even in light of evidence to the contrary.
 Exposing children to online predators
 Creating a culture in which a single mistake such as a racy picture or poorly thought-out comment can cause irreparable
harm to your reputation
 Decreasing productivity as workers habitually check social networking sites while they should be working
 Providing information that increases the risk of identity theft.
31

(C) POSITIVE IMPACT OF SOCIAL MEDIA
Social networking isn’t for everyone, but it’s now such a massive part of all our lives, whether we embrace or reject the
notion, that it can no longer be ignored. But are social networking sites such as Face book, Twitter, and Google+ a force for
good or evil? As with most questions there are multiple angles to approach this quandary from. Having already looked at the
negative impact of social networking sites on society, I thought it only fair to redress the balance. Every ying has its yang,
after all. Using the previous article as a loose template it’s clear to see that what some people would conceive as negatives for
for Twitter takes all of 20 seconds and with cross-posting over other social networks switched on, that update reaches
everyone you want it to reach (and probably more besides) in an instant. Social networking sites allow you to live a life
unhindered by small talk.
(D) SPEEDY COMMUNICATION
Our time is being stretched thinner and thinner by work and family commitments, but social networking sites offer a chance to
communicate in a speedy and efficient manner. Writing an update a lot less important. Social networking sites have made the
world a smaller place.
(E) IN TOUCH WITH THE WORLD
It isn’t just your inner circle of close friends and even closer family members that social networking sites allow you to
communicate with easily and effectively, either. They open the world up to you, making it a smaller place than it has ever
been before. So much so that I actually haven’t a clue where many of my contacts reside. When it comes to social networks
everyone is equal, regardless of location. Family living abroad can be kept abreast of the latest happenings in your world as
quickly as those living next door. Friends who you haven’t seen since school, and who have since moved away, are able to
keep in touch. Location-based services such as Foursquare and Gowalla emphasize your location but social networking as a
whole means it has become a lot less important. Social networking sites have made the world a smaller place.
(F)BUILDING RELATIONSHIPS
There is no doubting that social networking sites can lead to the breaking up of relationships. But there is another side to
the tale, which is that people are moving onto other, perhaps better, relationships at the same time. Social networks can put
you (back) in touch with those you have lots in common with, and that common ground is often the starting point for long
lasting relationships.
BRAIN STUDIES
• studies show exposure to TV violence activates brain regions that regulate emotion, arousal and attention, and episodic
memory
• Extensive viewing may lead to a large number of aggressive scripts stored in long
‐
term memory that end up influencing
behavior
• Aggressive media viewing= blunting of emotional response and reduced attention with repeated viewing
• Among aggressive youth, media violence exposure may habituate amygdala responses to violent stimuli (lower
emotional impact)
32

ETHICAL RESPONSIBILITY OF YOUTH USING SOCIAL
NETWORKING SITES
The new digital social networking media are a frontier that is rich with opportunities and risks, particularly for young people.
Through SNS technologies, young people are participating in a range of activities, including social
networking, blogging, vlogging, gaming, instant messaging, downloading music and other content, uploading and sharing
their own creations, and collaborating with others in various ways. Five key issues are at stake in the new social networking
media identity, privacy, ownership and authorship, credibility, and participation. These issues decide the social and ethical
responsibilities of the youth that using the services of social networking sites.
(a) Every person that using the SNS should be aware about their rights and moral responsibilities.
(b) We should respect the authentication and privacy of those members that are using SNS.
(c ) We should follow the ethics of online identity.
(d) Create culture of disclosure.
(e) Online, a number of strategies—including privacy settings, selective disclosure, code switching, and deception are used by
youth to control the presentation of their identities and thereby manage their privacy. Most social networking sites have
privacy settings that allow users to limit access to their profiles to a narrow audience of confirmed friends, and evidence
suggests that many young people use them.
(e) The online culture of disclosure holds important promises for young people, including empowerment of themselves and
others, the creation of communities of support around shared struggles, and the development of a broad ethical sense of
responsibility with respect to privacy.
(f) Promises of Ownership and Authorship Online.
(g) Maintain Credibility. So the youth of Indian can play an important role to reduce the negative impact of social networking
sites such a that it can be used in the beneficial way.
LITERATURE REVIEW
33

Impact of Social Media on Youth Perspective

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