A study of Role of Marketing and

Advertising through Social Media.

Submitted in partial fulfillment of the requirement for the award of degree of

MASTER IN BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANGEMENT SCIENCES

Central University of Himachal

Pradesh

Supervisor
Dr. BHAGWAN SINGH
GAUTAM SHARMA

Submitted by-

Head, Department of M&SCM

CUHP11MBA28
MBA-4TH SEMESTER

INTRODUCTION
The sudden emergence of social media in the public
realm and the realisation of a powerful and coordinated
online consumer-force have raised alarms in corporate
offices all over. As consumers increasingly influence each
other and share opinionated views on brands and
products on the internet, businesses are compelled to
rethink and reorganise marketing and communication
strategies in order to address this threat to traditional
ways of doing business.
Changed Landscape

However, as with any shift in philosophy and trend

adoption, understanding the true benefits of leveraging
social media in marketing initiatives continues to be a
challenge for business organisations. Many question the
value of investment in social media and its direct
influence on revenue generation. Others question the
wisdom of easing control over the brand to customers
and risking further exposure to public scrutiny. Hence,
many early commercial approaches to social media are
misguided and flawed as traditional corporate objectives
are in disparity with social medias concept of open and
transparent engagement with the marketplace.
Nonetheless, this sentiment is beginning to change and

marketers are increasingly embarking on social media

campaigns in support of traditional marketing efforts.
Review Objectives

This literature review will attempt to discover whether

current social media theories and concepts are relevant
and applicable to long-held marketing principles and
business philosophies. This review will highlight and
critically examine articles and key expert views on the
use of social media as a tool in a consumer marketing
environment. Through a detailed discussion, the general
consensus and established practices of enterprise social
media activities will be ascertained and that social media
will indeed represent a new frontier that will be beneficial
and relevant to the marketing discipline.

SIGNIFICANCE AND IMPORTANCE OF THE

STUDY
- Examines, through the conduction of secondary and
primary research, the advertising and marketing
techniques adopted by companies in connection to its
usage of social media, in order to:
- Establish the grounds for a consumer-oriented approach
to Facebook brand page management.

OBJECTIVES OF THE STUDY

The objectives of the study includes the following To analyze effectiveness of social media marketing.
To know the prospects and problems of social media
marketing.
To know customer perception regarding social media
marketing.
To know the role of social media marketing in current
scenario.
To know the impact of social media marketing in the
market.

HYPOTHESIS

Hypothesis is a principle instrument of the research. It is

the main assumption made to study the subject. It can be
defined as, assumption or some supposition to be
proved or disproved. Hypothesis must encompass all the
objectives of the study. Under this research project the
hypothesis is:
Hypo 1:
H0: Social media marketing has not become the need of
the time
H1: Social media marketing has become the need of the
time
Hypo 2:

H0: It does not help the organization to achieve new

heights.
H1: It helps the organization to achieve new heights.

RESEARCH METHODOLOGY
(a) Sample size- 100
(b) Sample design- Simple random sampling
(c) Sources of data collection- Primary source

(d) Tool of data collection- Questionnaire

Sample area: Students of Central University of HP

The basis of Chapters in our project

propsed will be as below
Chapter-I: Introduction
Chapter-II: Objectives and methodology
Chapter-III: Conceptual discussion

Chapter-IV: Data analysis

Chapter-V: Findings and recommendations
Chapter VI: Bibliography