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A Research Project Report on Influence of Social Networking Web Sites in Advertisements Paper Code-306 Bachelor of Journalism and Mass

Communication Batch-2008-2011

Diwakar Singh no.:1941772408 BJ(MC) - VIth Semester

Enroll

Vivekananda School of Journalism and Mass communication Vivekananda Institute of Professional Studies New Delhi-110015

CERTIFICATE
This is to certify that Mr. Diwakar Singh, Enrollment No. 1941772408 (Batch 2008-11) a student of Bachelor of Journalism (Mass Communication), Vivekananda School of Journalism and Mass Communication affiliated by Guru Gobind Singh Indraprastha University, Delhi has completed her Project research Report for paper code 306, on the topic Influence of Social Networking Web Sites in Advertisements under my guidance and supervision

Dr. Charulata Singh (HOD)

Mr. Atish Parashar (Supervisor)

ACKNOWLEDGEMENT
The successful completion of this file marks the beginning of a learning experience on such an interesting topic. It would be worthwhile to mention the contributions made by the people around me leading to the completion of this practical file. I am deeply indebted to Mr. Atish Parashar, VIPS for giving me kind and valuable guidance throughout the course of this study. It was his constant and catalytic actuation that led to the successful completion of this practical file. Without his untiring efforts and encouragement, this file could not have taken its present shape.

Date: Diwakar Singh BJ (MC), VIth Semester Enroll no.: 1941772408

Preface
When you work as a professional, your strength to work increases manifold, and you are able to accomplish more work with maximum efficiency in shorter period of time. This Project report is a bundle of all my experiences and the account of what I have learned during the research methodology classes. This report comprises of all the experiences I had during research for my project. Since the project is on the Topic Influence of Social Networking Web Sites in Advertisements. The report inculcates all the theoretical knowledge acquired during the research methodology classes and has included the research methodology methods in the best way it can be.

Contents
Chapters Chapters Name Page no.

Certificate Acknowledgment Chapter I Chapter II Chapter III Chapter IV Chapter V Introduction Review of Literature Research Methodology Data Analysis Conclusions And Recommendations References Appendix Bibliography

Influence of Social Networking Web Sites in Advertisements

AIM:
To study the impact of advertisements on consumers through social networking sites.

OBJECTIVES:
To study the influence of ads on youth through social networking sites. The changing trends in social networking sites. The effects on society.

INTRODUCTION

INTRODUCTION
The word advertising has been derived from the Latin word adverte which means to turn the mind towards something. Hence, advertising is an attempt to turn the attention of the audience towards a particular product, brand or service. We are living in a world where mass communication has been a great influencer in the lives of people and every now and then we see innovative ways in its advancement right from the news flyers to print to TV, radio, and social network sites. Now a days advertising has assumed an important role in this very fast developing and competitive world. Advertising is now one of the fastest and most interesting ways to inform the people about the latest development or about the any new launch of a product. Moreover, with growing needs of people and competition in market for different brands, advertising has become an important part of mass communication. Advertising can be defined as the communication of ideas about the product in the most persuasive manner through an identified sponsor at the lowest cost possible. Advertising is a two way communication between the company and the consumers. The main aim of

advertising can be defined as changing your needs to wanting your needs. It is persuasion with information. In general, advertising is used to convey availability of a "product" (which can be a physical product, a service, or an idea) and to provide information regarding the product. Advertising is used to communicate information about a particular product, service, or brand (including announcing the existence of the product, where to purchase it, and how to use it), persuade people to buy the product, and keep the organization in the public eye. Advertising frequently uses persuasive appeals, logical and emotional, sometimes even to the exclusion of any product information. More specific objectives include increases in short or long term sales, market share, awareness, product trial, recall, product use information, positioning or repositioning, and organizational image improvement. Examples of the ideas, informative or otherwise, that advertising tries to communicate are product details, benefits and brand information. Advertising usually seeks to find a unique selling proposition (USP) of any product and communicate that to the user. This may take the form of a unique product feature or a perceived benefit.

REVIEW OF LITERATURE

My research on the topic, Influence of Social Networking Web Sites in Advertisements, is concerned with the prevailing trends and the impact of advertisements on consumers and the growth on them through social networking sites. If you are not on social networking sites, you are not on the internet. It is true for the advertisers as it is for the consumers. Social media advertising has lead to high increase in the advertising market. According to Leon Hill, editor of website, Social.net has developed a new series of social media marketing services that are designed to help companies make money on sites like Twitter and Facebook. These services make leaving an impression online easier and faster than you could have ever imagined. The company must be doing something right with their social media marketing services, because they have some pretty impressive supporters, including several Fortune 500 companies and huge organizations like the Mormon Church. The expert use of social media marketing can drastically increase the recall rate, purchase intent, and general awareness of digital marketing, according to the results of

a recent study conducted by Nielsen and Facebook. The study's authors, Nielsen's Jon Gibs and Facebook's Sean Bruich, said that "while exposure to the homepage ad itself increased ad recall, those users exposed to both the 'paid ad' and the organic impression remembered the ad at three times the rate of those just exposed to the paid homepage ad. We saw a similar effect for the other two metrics evaluated." Purchase intent, in particular, benefited from the addition of social context. Four times as many respondents who saw ads with social context were likely to report purchase intent than those who saw Facebook ads without it. The Nielsen/Facebook study is one of many recent surveys that have found significant evidence showing that online consumers are more likely to trust social media friends and peers than digital direct marketing when it comes to forming impressions of brands and the intent to purchase products. Brian E. Clark of WisBusiness.com says that advertising isnt going away. Social media tools can enhance marketing, PR and advertising, she says. They will always be a staple of what we do in business.

But social media networks and new media tools added to these three outlets will allow you to do a much better job of communicating.

Types of advertising:
Print Advertising Newspapers, Magazines, Brochure:
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.

Outdoor Advertising Billboards, Kiosks, Tradeshows

and Events:
Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the companys products. The company can organize trade fairs, or even exhibitions for advertising their products. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products. Broadcast advertising Television, Radio and the

Internet:
Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the

television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles. Covert Advertising Advertising in Movies: Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Surrogate Advertising Advertising Indirectly: Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer

brands, which are often seen to promote their brand with the help of surrogate advertising. Public Service Advertising Advertising for Social

Causes:
Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes.

Celebrity Advertising:
Although the audience is getting smarter and smarter and the modern day consumer is getting immune to the exaggerated claims made in a majority of advertisements there, exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Basically, advertising is a form of persuasive communication with the public through a medium to which the public has access. It not only persuades but also creates a stress and illusion of satisfaction. It offers a promise of prestige, comfort and a better life style. Thus, leading to a never ending vicious circle of needs and emotional discontent. todays context, advertising is powerful communication force, highly visible and one of the most important tools of marketing communication that helps in mass selling and distribution. It has gained much attention because it is the best known and most widely discussed form of promotion and a very important promotional tool. It is a cost effective method to reach the large audience. It can be used to create images and build symbolic meanings for a company or a brand. Advertising is an indicator of growth, betterment and perfection of civilization. In real practice, it is much more than creating adds. It is of our social, cultural and business environment. In

Online advertising:
It is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and email marketing, including e-mail spam.

Social Network Advertising:


It is advertising that is communicated personally by members of social network, rather than through broadcast or other common advertising outlets. It is a term that is used to describe a form of Online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site (facebook, myspace, orkut...and many others) is that advertisers can take advantage of the users demographic information and target their ads appropriately. The growth of online social networking sites has been both rapid and dramatic, changing the purpose and functionality of the Internet. The potential to reach consumers directly and in a personal and

social environment has meant that marketers are keen to advertise in this new medium. Advertising is a very powerful business. All by itself, advertising powers large industries such as radio, television, print media and the latest being the internet. Advertising is it is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Advertising is one of the aspects of mass communication. Advertising is actually brand-building through effective communication and is essentially a service industry. It helps to create demand, promote marketing system and boost economic growth. Advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition

of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Across time, we have been witness to big changes in advertising, from merely communicating a product or service, to highly sophisticated multidimensional and multi-channel strategies, and always with the same goal: to induce someone to buy or use that product or service. To achieve their goal, advertisers use different types of weapons with very different characteristics How ever, as in many other industries, the really big change, the authentic next big thing comes with the advent of the Internet. Internet explodes, and offers infinite choice, for free and with a completely different interaction model: now, the user is in control, and things happen only when he or she decides to click There is a major cultural shift occurring in how people use media for entertainment, news and information. Many traditional media outlets, such as newspapers and major commercial television networks, are seeing their customer base eroded by the emergence of new media outlets. Surf and Sell these two words can be used to describe the meaning, advantage and use of advertising through social networking sites. Social networking websites such as Facebook and MySpace have created a new form of socialization and interaction. Users of these

sites are able to add a wide variety of information to their personal pages, to pursue common interests, and to connect with others. It is also possible to find a large circle of existing acquaintances, especially if a site allows users to represent themselves by their given names, and to allow communication among existing groups of people. The plethora of social networking communities have started acting as a paradise for online advertisers because these communities bridge the distances between old friends, bring together people with same interests etc. People keep on coming back to these sites and therein the advertiser extends the scope of its services and generates revenue. Today the marketers are increasingly looking for at new ways to reach out efficiently to their target consumers, even as they continue to reach through the conventional ways. Hence, these sites are proving to be helpful because they are fast emerging as a good medium. By extension, gaming sites and applications on these sites are also becoming good marketing avenues, offering focused targeting and interactivity. Mahesh Murthy, founder, Pinstorm, an integrated digital marketing company, says, Social networking sites, such as Facebook and Orkut offer an opportunity for brand engagement, where the audience can experience a brand through an application or a status

update. Microblogging services such as Twitter allow a brand to broadcast entertaining or informative updates to fans and followers. Social media are increasingly becoming an integral part of marketing strategies. They offer advertisers micro targeting opportunities and the means to engage the user through communities and other applications. Social media networks have gained importance with big and small advertisers, especially in the last one year. Progressive advertisers are increasing their media spends on social networking websites. Pinstorms Murthy says significant social media users in India include the countrys biggest banks, leading travel service companies and consumer electronic brands. Nokia, one of the leading mobile company has also stated that the digital platform including social media has been popular, and it uses various touchpoints on them to influence active online users. Advertisers agree that finding messages on social sites through a friend, telling about what he/she purchased has 100 times more value than the most expensive 30 seconds advertisement.

Forms of Social Networking in Advertising:


There are three major classifications of Social Network Advertising:

Direct Advertising that is based on friends :

network of

This can be the most effective format but also causes the most controversy. This can be an extremely effective mode as often people make decisions to purchase something or do something based on their close group of friends. However, there is also a lot of controversy surrounding this as it can be considered exploiting the personal relationships you have with your friends and also raises privacy concerns.

Direct Advertising placed on your social networking site :

This is a more traditional form of web advertising. Social networks can take advantage of demographic data on your profile and hence target the ad directly to you. Secondly, these types of ads can also be placed by individual developers on their application pages through ad networks. They have access to the same data and can generate income for application developers giving them further motivation to create apps and giving advertisers a more engaging way to reach out to these social networking users.

Indirect Advertising by creating 'groups' or 'pages':

This is an innovative marketing technique in which a company will create a 'page' or 'group' that users can choose to join. They will use this to build up 'subscribers' or 'fans' and use this to market a contest, a new product, or simply just to increase brand awareness. These groups can quickly grow in numbers of subscribers which can become a very effective marketing tool. Today most companies want to advertise through social networking sites. There are some people who only like to shop on the net because they can't find a better deal in their local market. Example: ebay. Most businesses that advertise online like to create a shopper database or a caller list. They do this by asking for e-mail address and even phone numbers so they can later do a follow up by sending information about upcoming deals and events they have, which eventually leads to following and helps boost more sales. The biggest advantage that these sites have over TV, Magazines and News Paper is...TV, News Papers and most magazines only reach local markets and target local business. Whereas with the web, one can do a nationwide campaign easily and the ads on these sites are cheaper to publish. Social networking sites today are on one the main reasons behind the boosting of revenues form the companies.

Types of Social Networking Ads:

Floating ads: These ads move across the screen of a


specific web page.

Trick banners: These are the least popular form of ads,


because they resemble an error message. The banner might have a dialogue box, which tells you that your computer is not secure, and certain actions must be taken. If you take these actions, you are brought to the advertiser's website.

Pop-up ads: Pop-up ads display the advertising in a new


window.

Video ads: As the name implies, a video ad is similar to a


television ad, since it displays a video that advertises the product.

Reasons for avoiding ads on social advertising sites are:

Relevance of Product:

The relevance of the product being advertised was an important issue for participants. Often, viewing an advertisement that was not specifically targeted to their age group led the participants to believe that all of the advertisements in this medium would not be relevant to them: Some participants acknowledged that the advertisements on their site were specifically targeted to them on the basis of information they had provided on their site. However, the majority did not see a link between their information (e.g., the type of sports, books, and movies in which they are interested) and the type and brands of advertisements displayed on their site.

Lack of Credibility of Medium:

Because of their own experience, participants knew how easy it was to set up a social network site and that anyone could do it. They also knew that they could say whatever they liked or be whoever they wanted to be on their social networking site, again on the basis of

their own or their friends' experience. According to consumers that there was little regulation; therefore, they exhibited an inherent lack of trust, and for them, online social network sites lacked credibility as a medium. Teenagers demonstrated great skepticism of these sites and the advertising they carry:

Lack of Trust:

The lack of credibility of online social network sites transferred to the advertising on these sites. Many felt tricked by advertisers, not realizing they had clicked on an advertisement. There was further distrust when brands sent advertisements as comments to users of MySpace sites. Participants were reluctant to give out personal details to companies. They said that even giving of your mobile number wasnt safe because it could be used to send you heaps of stuff and one would have to pay for it.

Benefits of advertising through social networking sites are:

Social networking sites offer free advertising:


Most of the social networking sites are free. There is no fee of any

kind. Some of the free networking sites are Facebook.com, Twitter.com, Orkut.com etc. Social networking sites consume time only.

Global reach with social networking sites:


Social networking sites are not limited to geographical locations. There are 50 - 60 millions of active members on Facebook alone. Similar figures are there for other sites as well. People living in India are selling their products in US and vice versa. One need not limit customers inside a country only. Online advertising has reached beyond the dimensions of single country.

Effective reach to target audience :

You can target specific audience for advertising your product. These groups consists of like minded audience which may be very to audience you are targeting for your brand promotion, socially advertising your brand is very cheaper. For example if your are selling books for engineering students, you can join any community that consists of engineering students. In social media such as Facebook it is very easy to know the members of community.

Helps to increase your audience:

Once a member of social networking sites you can create your own groups and community and send invitations to fairly a large group of members. Once you make the community, people joining your community who are really interested in your community or product becomes obvious. There is no limit no of members that join your community or group. The best thing is that you need not any well planned hi-fi strategy to promote your product.

Helps to establish a relationship with the audience:

By sharing your knowledge and expertise on any particular subject, you will not only establish your expertise about subject but will also develop a sort of relationship with your audience/clients. Once you win trust of people your chance of doing online business will increase tremendously. Online advertising on social media can get you name more quickly than any other form of online marketing. People visit sites related to person they know more often than any other site.

Updating of activities and sharing new message is very easy and fast:

Updating information on social networking sites take only seconds. Addressing friends, followers, community members and other connections is much easier in social media. Doing business, promoting your brand and attracting and reaching to potential audience/clients are much easier on social media than any other form of online advertising.

Provides Long Term Advertising Value:

The promotional product can continue promoting a company for a longer period of time even after it's been given out. Radio and TV commercials are only seconds long. Newspapers and magazines are discarded as soon as they are outdated.

Creates Goodwill:

If used correctly to show appreciation, the promotional item creates goodwill every time the recipient looks at it, which results in repeat purchases, loyalty, and recommending the product to others. Moreover today the marketers are using more of these sites to interact and connect with the youth who compromise half of the population. The best feature of the advertisement in any medium depends on the way it has been projected. The ad must be powerful enough to create a lust for the product and must be able to express the best of human emotions within a limited time and space. Even different social networking sites use different techniques to advertise their products. For example- Facebook uses our personal information to advertise the products ie. females profile is most likely to have advertisements on nail polish etc, whereas a males

profile is most likely to have advertisements related to automobiles. On the other hand Twitter uses games to display the advertisements to the consumers ie. When playing a game on it, it displays on a column to look at the advertisement to attain more points. Hence, when the people click on it they get to see the advertisement.

Research Methodology

Research Methodology
Thus for my research I have used both primary and secondary data.

DATA USED Primary Data


Questionnaires are designed to collect information that is used subsequently as data for analysis. The questionnaire in use consists of a number of relevant questions about the respondents attitudes and consumer behavior. The questionnaire is semi-structured, has a combination of closed and open questions. A sample of 45 is chosen and information was collected through means of convenience. The survey is aimed both male and female. It is therefore performed on randomly selected persons.

Secondary Data
The literature survey of the available data was carried out in the form of secondary information in which I have referred books, internet and newspapers.

Universe for the study- Ambika Vihar Colony, Paschim Vihar.


Population- 1572 out of which 45 people were surveyed.

HYPOTHESIS
As it is known today, advertisements are parts of our daily lives since in every magazine and newspaper we read we came across with plenty of them. Advertisements can be defined as dissemination of information for the purpose selling a product/service to the target audience through the best channel through an identified sponsor. In todays world advertising has become one of the most interesting and innovative methods to reach out to the masses. However, within a span of seven to eight years advertising through social networking sites has become highly popular among the masses, especially among the youth. Social sites are preferred for advertising today because people interact daily through it. Hence, its easy to achieve the popularity of a product because they are easily noticeable. This new generation of sites, like Facebook, Orkut or Twitter is attracting maximum number of ad revenues spending among other online mediums.

Data Analysis

1. Do you visit social networking sites? Yes 86% No 14%

Yes No

In this, 86% of them said that they visited the social networking sites everyday because it is the easiest way to keep in touch with friends and family. Whereas, 14% of them said that they had never visited a social networking site because they did not have time nor they knew how to operate them and showed lack of interest.

2. If yes, how often? Everyday 47% Sometimes 40% Rarely 13%

Everyday Sometimes Rarely

This question was asked to the people who visited a social networking site. 47% of the population said that they visited it everyday without fail because it helped them to be up-to-date with the information. 40%said that they visited it whenever they had time and 13% said that they rarely visited it because of the lack of time.

3. Do you pay attention to the advertisements on these sites?

Yes 73%

No 27%

Yes No

73% of them said that they read the advertisements on these sites and even because they found them interesting. 27% said they did not pay any attention to them nor they found them interactive or interesting to read.

4. Do you find these advertisements helpful?

Yes 47%

No 53%

Yes No

53% of the respondents said that they did not find them helpful because they had never referred to them as in sense of purchasing. Whereas 47% said that they were helpful because they helped them to know about the latest in the advertising world and also gave them a clear vision of what to purchase.

5. Do you buy what you see these advertisements?

Yes 40%

No 47%

Sometimes 13%

Yes No Sometimes

40% said eventually they ended up buying the products that they found useful according to their needs through these sites. 47% said that these ads on sites were useful for providing knowledge about the product but not worth purchasing. 13%said that they purchased the product depending on their needs.

6. Do you find it safe to purchase online?

Yes 40%

No 60%

Yes No

7. If no, please specify: For this majority said that they doubted the credibility of the products available on the sites and said that they feared about products being fake and found ads on print, tv and radio more reliable. They also pin pointed the misuse of the credit cards by hackers. Some of them even stated that they had neither got the product or the money back after paying for a product.

8. Do you get annoyed on seeing these advertisements? Yes 20% No 53% Sometimes 27%

Yes No Sometimes

53% said that they did not get annoyed because of the ads being displayed because they were provided information about the availability of the product and found them useful. 20%said that these ads were irritating, because they were not interested in them, nor found them helpful.27% said that it depends upon the kinds of ads being displayed on the page.

9. Do you prefer buying products online or directly from the shops? Online 40% Shops 60%

Online Shops

60% said that though they liked to watch the ads being displayed on the sites but found the idea of purchasing online uncomfortable because there is no safety regarding the ads as they can be hacked. Some also said that they did not have credit cards for purchasing the products online. 40% said that they were comfortable buying online and were active customers online. They preferred it more than purchasing from shops because they were readily available and could be purchased at home, thus making it easy.

10. Do you think the products that are available online are more expensive than the products sold in shops? Yes 47% No 53%

Yes No

53% said that the value of products online is equally same with the products available in shops and only extra money is charged for shipment and home delivery. Whereas, 47% said that they thought online purchasing was much expensive and also had no clue about it because they had never purchased anything online.

11. Are you satisfied with the products you buy as compared to their display in advertisements? Yes 47% No 40% Sometimes 13%

Yes No Sometimes

47% said that they were satisfied with there purchasing and found that the products at par with the products being displayed in ads. 40% said that they were never satisfied with what they purchased and found them not as good as the products being displayed. 13% of them said that the satisfaction depended on the type of product they purchased.

12. When was the last time you purchased any thing through these sites? Today 13% Around a week back 27% Never 60%

Today Around a week back Never

60% said that they disliked the idea of purchasing online. 27% had purchased a product recently and 13% had purchased a product that day itself.

CONCLUSION

CONCLUSION:
A social networking site in an online community through which people can connect to others having similar interests. Social networking sites have grown enormously. Today advertising through social networking sites has become a very popular trend among the masses. Today they have become one of the main sources of maximizing advertising revenues for the companies and have become an integral to a marketers strategy especially if the target is youth. Through these sites marketers can easily connect to potential employees, active online buyers and also get immediate feedback on the current products as well as new ideas or suggestions for future products. In the last year social media networking has gained importance with big and small advertisers. Social media advertising has become an inherent part of the digital marketing strategy and the advertisers use various touch points to influence active online users. Even now marketing on social online media are still small compared to other online alternatives. But there is an agreement that it is a space set to gallop with marketers as they find its interactivity and measurability, along with sharply focused targeting opportunities increasingly attractive. The future of social networking sites seems to be very bright in the advertising world and is here to stay for sure.

LIMITATIONS

Since the concept of advertising through social networking sites is not very old, much research couldnt be conducted.

Lack of response from people. Since the ads on social networks lack credibility, consumers are still reliable on print media, TV and radio. Time limitations. Shortage of money. Random selection. Limited sample size.

APPENDIX QUESTIONNAIRE

Name- . Age15-20

20-30

30-40

Occupation Employed Student

Unemployed

Monthly income 0-5000 5000-10,000

>10,000

Gender Male Female Residential details------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Questions 1. Do you visit social networking sites? Yes


2.

No

If yes, how often? Sometimes Rarely

Everyday

3. Do you pay attention to the advertisements on these sites? Yes No

4. Do you find these advertisements helpful? Yes No

5. Do you buy what you see in these advertisements? Yes No Sometimes

6. Do you find it safe to purchase online? Yes No

7. If no, then please specify .. 8. Do you get annoyed on seeing the ads? Yes No Sometimes

9. Do you prefer buying products online or directly from the shops? Online Shops

10. Do you think the products that are available online are more expensive than the products sold in shops? Yes No 11. Are you satisfied with the products you buy as compared to their display in advertisements? Yes No Sometimes

12. When was the last time you purchased any thing through these sites? Today Never Around a week back

BIBLIOGRAPHY

www.dailytech.com en.wikipedia.org hubpages.com www.signalversusnoise.com www.comscore.com www.scribd.com www.trak.in www.experiencefestival.com www.danah.org www.articlealley.com Hindustan Times Newspaper.