FORE SCHOOL OF MANAGEMENT

Consumer Perception on
Companies using Social Media
Marketing Research Project

Submitted to:
Prof. Shivendra Kumar Pandey

Submitted By:
Aniruddh Sarkar (191124)
Karan Vij (191143)
Rojit Irom (191166)
Vaibhav Gupta (191174)
Sunny Behl (191179)
Letter of Authorization
Date: 8/03/2011

Group 5
FMG 19C
Batch 2010-12

Prof. Shivendra Kumar Pandey

Marketing Research
FORE School of Management

Respected Sir,

To whomsoever it may concern

We hereby declare that the project work entitled “ Consumer perception on Social Media ”
submitted to the FORE School of Management, is our own work under the guidance of Asst.
Prof. S. K. Pandey, Faculty Member, FORE School of Management.
To the best of our knowledge and belief, it contains no material previously published or
written by another person, nor material which to a substantial extent has been accepted for
the award of any other degree or diploma at FORE School of Management or any other
educational institution, except where due acknowledgment is made in the report.
We also declare that the intellectual content of this report is the product of our own work,
except to the extent that assistance from others in the project's design and conception is
acknowledged. In case of any doubt regarding the report you can concern anyone of us
through our email ID’s.

Thank You
Yours sincerely,
Group 5 -Aniruddh Sarkar (191124@foreian.com)

Karan Vij (191143@foreian.com)

Rojit Irom (191166@foreian.com)

Vaibhav Gupta (191174@foreian.com)

Sunny Bhel (191179@foreian.com)

( )
Facility’s Authorized Signatory

(Prof. Shivendra Kumar Pandey)

Printed Name and Title of Authorized Signatory
Acknowledgement

We take immense pleasure in thanking Prof. S.K. Pandey for giving us the opportunity to
carry out this project work. I wish to express my deep sense of gratitude to him for his able
guidance and useful suggestions and for all their valuable assistance in the project work
, which helped me in completing the project work, in time.

Words are inadequate in offering thanks to the Project participants – Aniruddh Sarkar, Karan
Vij, Rojit Irom, Vaibhav Gupta and Sunny Bhel for their encouragement and cooperation in
carrying out the project work.

Finally, yet importantly, we would like to express our heartfelt thanks, my friends/classmates
for their help and wishes for the successful completion of this project.

We also declare that the intellectual content of this report is the product of our own work,
except to the extent that assistance from others in the project's design and conception is
acknowledged.
EXECUTIVE SUMMMARY

Today most of the organizations believe that use of social media will help them in gaining
wider reach to consumers. But they fail to think what the consumers think about the
companies that use or do not use the social media as a tool for interacting with the
consumers. Most of the researches done before focused on the benefits of using social
media ,but none have tried to find out the way consumers perceive the firms present in the
social media. This research study focuses mainly on how the consumers see companies
which use the different social media tools to interact with people. It also aims to study the
way difference in the opinions of users using different social media.

Major findings about our project is that the perceptions of the people with respect to the
companies going for social media ads are very much in favour of it and hence the companies
should realize the importance of social media to interact with the consumers at all time. It
doesn’t matter which social media channel it is. All channels are equally important.
Importance of such a social media is also independent of the usage type and hours of daily
use of the social media. Companies should equally concentrate on all spheres of social
media.
TABLE OF CONTENTS

S.NO. CONTENT PAGE NO

i. DECLARATION 1

ii. ACKNOWLEDGEMENT 2

iii. EXECUTIVE SUMMARY 3

iv. LIST OF TABLES 4

v. LIST OF EXHIBITS 5

1. INTRODUCTION 7

2. LITERATURE REVIEW 9

3. RESEARCH DESIGN AND METHODOLOGY 11

4. DATA ANALYSIS AND RESULTS 14

5. LIMITATIONS OF THE PROJECT 24

6. SCOPE OF THE PROJECT 25

7. CONCLUSIONS 26

8. RECOMMENDATIONS 27

9. REFERNCES 28

11. EXHIBITS 29
INTRODUCTION

MySpace, Facebook, Twitter(Micro blogging), YouTube, Friendster, Linkedin, Second Life,

Web logs, feeds—all recognizable words when we hear them, but today take on new
meanings, and sometimes even new spellings. The evolution of social media through social
networking sites, blogs, photo and video sharing, wikis and podcasting produced users who
no longerjust consume information— they create it. The Internet allows experts and
everyday
people to publish their views to anyone who will listen. And many of these publishers
greatly influence what consumers think, feel and do.

There are six different types of social media: collaborative projects, blogs and micro blogs,
content communities, social networking sites, virtual game worlds, and virtual communities.
Companies are using technologies include: blogs, picture-sharing, wall posting, photo-
sharing, crowd sourcing, and voice over IP and also campaigning through internet about the
consumer perception towards the particular product.

Social media emerged into such a hot topic that traditional media sources, including TV,
Newspaper and Journals, publish stories describing new trends or even tips on how
businesses can use social media tools. Some traditional media have even incorporated social
media into their own practices. Organizations are desperately trying to understand and
embrace social media so they can create more conversations with their audiences and
react quickly to online discussions about their brands. Twenty percent of 16 to 25 year-old
broadband users worldwide already engage in some form of brand-initiated, user-generated
content and another 30 percent say they plan to in the future. If they participate, consumers
want to find out what’s in it for them. Businesses must be perceived as giving much more
than they are receiving (McClellan, 2008). Organizations must research ways to establish
themselves as experts on important topics, create trusting relationships with consumers and
influence public opinion in this new online forum.
PROBLEM STATEMENT:

A whole new medium to target audiences arrived overnight. The user-generated content and
social network phenomenon stands at the forefront of integrated marketing communications
and media discussions. Organizations today need the social media research and
implementation specialist, as well as hiring Internet specialists. But, if organizations adapt to
this new medium, will consumers value this change and think more highly of the
organization? Will the use of social media help organizations?
LITERATURE REVIEW

This research intends to discover consumer’s perception of organization that use different
social media

The initial phase of the people using social media is daunting and bewildering as they shy
while using social media. Who is reading my profile? Will I be heard or noticed? Isn’t it
invasive? 55.6 million US adults-just shy of one-third of the population-visited social
networks at least monthly in 2009(Forrester, 2009). Americans spend nearly 25% of their
time online on social networks and blogs, up from nearly 16% a year ago. (Nielsen, June
2010).

Companies are facing challenges in finding accurate information about consumers.

Majority of people are likely to give false information when required to register (Blue
Research, 2007). The researcher understand consumer perceptions and attitudes about using
social identities across the Web and the impact this has on brands, including purchase
behaviour and brand loyalty.

When deciding with whom to talk, what to do, where to go, when to do it, why this is
important and how to act, people undergo a series of internal judgments. Values, Concepts of
desirable ways to behave, can form important parts of a person’s self-concept and contribute
to a person’s sense of identity (Verplanken and Holland, 2002).

The effectiveness of a brand not only relies on the quality of the product, but also the
consumers’ values, commitments and sense of community (Arvidsson, 2005). Brands help
enable people’s abilities to create trust, shared meanings and a common bond.

Advertising Behaviour

It also found that advertising behaviour and trust in traditional and new media differ
between affluent, middle and mass market consumers (Pierre Joubert, 2009). Research also
says that the pace of life and related technological innovations have accelerated during the
past few years. However, the degree of acceleration differs between consumer segments with
the affluent market expressing the strongest feelings in this regard.

They have conducted focused group discussion among 52 south African Adult consumers
focused on current advertising behaviour, changing perception of advertising media,
perceived challenges facing the advertising media industry and trust in traditional and new
media. Results of three consumer segments

Affluent people- Prefers new media advertising / broad usage of media advertising / broader
understanding of challenges facing the advertising media industry but they have limited trust.
Middle class- Broader usage of media advertising / broad awareness of challenges facing the
advertising media industry, they also have limited trust but higher then affluent people.
Mass Market- prefers traditional media advertising / limited usage of media advertising /
unaware of challenges facing the advertising media industry. Royal blue indicates and have
limited trust.

According to Grand Rapids Business Journal, Social media has changed all four. People,
Circumstances, things and actions have all been changed forever as a result of posting,
tweeting, linking and connecting. And the people who have taken advantage of this have
changed their outreach in a way that has all their traditional competitors. According to
Jeffrey Gitomer “There is an unspoken strategy for businesses to employ, and that strategy
focuses around the word "value." The more you offer, the more attractive you will become.
The less you offer, the more anonymous you will remain”.
RESEARCH DESIGN AND METHODOLOGY

In our market research we used two types of surveys. The first one was an exploratory
research and the second type of survey was the descriptive research. Both these researches
finally led us to draw out the necessary conclusions.

EXPLORATORY RESEARCH

Our research mainly needed a descriptive study. But since we did not have much information
prior to the survey, we did an exploratory research in the form of secondary data study to
know more about the issue and understand it better.

DESCRIPTIVE RESEARCH

The descriptive research was done by sending questionnaires to respondents. We collected

data from about 75 respondents as per our sampling. Initially after forming the questionnaire
several glitches were found in it. It was too lengthy and did not cover relevant aspects about
consumer perception about companies using social media. So we had to reformat it again ,
remove certain questions, change the choices in some of the questions and also add some
new ones to make the questionnaire more comprehensive and complete.

Finally we had a 14 questions survey with some multiple choice questions and some open
ended questions. The survey was done via emails and over telephone to people in the age
group between 18 and 34 i.e. consumers who mainly use social media in our country.

Design of questionnaire

In our survey we put towards personal details towards the end of the questionnaire. We did
this because we had found in our previous surveys that when respondents see questions on
personal information in the beginning, they tend to skip the survey and not fill it. So to have
them fill the survey we put such questions at the end when respondents are not hesitant to
give such details.

General questions on the type of user and usage pattern were put in the beginning. These
included questions that would help us to know what type of user the respondent is and what
all social media is he/she actively using.
Questions regarding the perception of consumers were put in the middle section of the
questionnaire. Here we included questions that would give us an idea about what respondents
feel about different companies using social media. This section formed the gist of our survey
questions. The questionnaire was approved by all the team members before starting the
survey.

We used Microsoft Excel to analyze the results of the questions by testing different
hypothesises and finally arrived at certain recommendations and conclusions.

DATA COLLECTION

Primary data collection:

We collected responses from about 75 respondents who were either contacted via telephone
or emails to get the survey filled.

Secondary data collection:

To collect the secondary data we used the internet to search about the topic. Both the primary
as well as the secondary data helped us to do the research and offer recommendations.

SAMPLING PROCESS

Sampling Method: We used convenience non-probability sampling i.e. we chose

respondents based on the ease with which we would be able to reach them.
Sample Size:
For proportion, the sample size was calculated by using this formula :

S = (Z /E)2 * [p*(1-p)]

here:
S = sample size
Z= degree of confidence
P = estimate of the proportion of people falling into the group in which we were interested in
the population
E = the proportion of error we are prepared to accept

For Z we wish to have 95% level of confidence. Therefore Z =1.96

For E we assumed to have an error of +-10%. Therefore E = 0.1.
For P we studied some previous researches and found that 75% of consumers feel that
organisations should use social media. This formed the basis of our sampling design.
Sample size, n = (1.96)2 * (0.75*(1.0-0.75))
(0.01)2
n = 72
We collected a sample of around 75 respondents.
DATA ANALYSIS AND RESULTS:

1. Perception of consumers towards Facebook and LinkedIn regarding the use of social
media by companies.

Since it’s a test for proportion, we are using z-test for testing the hypothesis.

Null Hypothesis, Ho: p1 – p2 = 0

Alternate Hypothesis Ha: p1 – p2 ≠ 0

Level of significance α = 0.05

Where, p1 = proportion of people perceiving Facebook as the most important social media
tool

= 26/28

Here n1= 28 is the number of users who feel that it’s very important to have a Facebook
account.

p2 = proportion of people perceiving LinkedIn as the most important social media

tool

= 24/26

Here n2 = 26 is the number of users who feel that it’s very important to have a LinkedIn
account.

n1*p1 +
n2*p2
Now, p = ============= = 0.926

Z = (p1 – p2) / sqrt{p(1-p)(1/n1 + 1/n2)} = 0.00550/ 0.0704 = 0.0781

Corresponding p-value = 0.50 - 0.0319 = 0.4681*2 = 0.9362 > 0.05 do NOT reject Ho

Hence, there is not much of a difference between the proportions of people who feel
Facebook is the most important and at the same time believe that social media should be used
by the companies and the proportions of people who feel LinkedIn is the most important
social media tool and at the same time believe that social media should be used by the
companies or organisations.

The reason for this similarity can be attributed to the very fact that Facebook or LinkedIn
users know how important the presence of social media is for the companies so that they
could interact directly or indirectly with the social media users. Online is thus very much of a
necessity in both the forms of the social media.
2. Comparing the perceptions of extreme users regarding the reputation of the companies
using social media.

Here we are comparing the perceptions of two types of users – Critics who comment on
blogs and others’ published items, post rating, post reviews and Spectators, who can read,
listen and watch, but do not interact.

Since this is also a test for proportion, we are using z-test for testing the hypothesis.

Null Hypothesis, Ho: p1 – p2 = 0

Alternate Hypothesis Ha: p1 – p2 ≠ 0

Level of significance α = 0.05

Where, p1 = proportion of users who are critics and who believe companies are more
reputable by using social media.

= 10/16

Here n1= 16 is the number of users who are critics.

p2 = proportion of users who are spectators and who believe companies are more
reputable by using social media

= 17/23

Here n2 = 23 is the number of users who are spectators.

n1*p1 +
Now, p = =============
n2*p2 = = 27/39 = 0.692

Z = (p1 – p2) / sqrt{p(1-p)(1/n1 + 1/n2)} = -0.114/ 0.1503 = 0.758

Corresponding p-value = (0.50 - 0.2764) = 0.2236*2 = 0.4472> 0.05, do NOT reject Ho

This means that whether the users of the social media are critics or spectators, there is a
similar perception among the two as to whether companies using social media as their tool
for interaction with netizens are very reputable.
3. Perception of consumers towards the organization’s innovativeness with respect to the
total number of time of usage per day.

It’s a test for proportion; we are using z-test for testing the hypothesis.

Here our group is assuming that the people who spend more time everyday in social media
are more likely to know how companies interact with the consumers via the blogs, online
ads, youtube ads, twitter updates etc.

Null Hypothesis, Ho: p1 – p2 ≤ 0

Alternate Hypothesis Ha: p1 – p2 > 0

Level of significance α = 0.05

Where, p1 = proportion of people using social media more than 2 hours a day and believing
that companies are very innovative when they start using social media as a tool for
interaction with consumers.

= 34/48

Here n1= 48 is the number of users spend more than 2 hours a day in social media.

p2 = proportion of people using social media less than 2 hours a day and believing
that companies are very innovative when they start using social media as a tool for
interaction with consumers.

= 21/27

Here n2 = 27 is the number of users who spend less than 2 hours a day in social media.

n1*p1 +
n2*p2
Now, p = ============= = 0.733

Z = (p1 – p2) / sqrt{p(1-p)(1/n1 + 1/n2)} = - 0.65

Corresponding p-value = 0.50 - 0.2422= 0.2578 > 0.05, do NOT reject Ho.
The result here shows that it doesn’t matter how many hours one spends on internet in these
social media because online users of these social media will always have a view that
companies using social media are very innovative in their approach. That’s simply because
companies know the value of such social media and eventually would like to be in touch with
their new products or ideas with the fellow netizens so that they don’t lose out to other
competitors.
4. Perception of social media users regarding the online advertisements.
Here we are using χ2 statistic as we are dealing with more than 2 proportions.

pA, proportion of consumers feeling online advertisement as “very important” in influencing

their perception
pB, proportion of consumers feeling online advertisement as “important” in influencing their
perception
pC, proportion of consumers feeling online advertisement as “neutral” in influencing their
perception
pD, proportion of consumers feeling online advertisement as “unimportant” in influencing
their perception
pE, proportion of consumers feeling online advertisement as “Totally unnecessary” in
influencing their perception

H0 : pA = .20, pB, =.20, pC, =.20, pD, =.20 and pE, =.20
Ha : the proportions are not pA = .20, pB, =.20, pC, =.20, pD, =.20 and pE, =.20

n=75

Category Hypothesiz Observed Expected Differen Squared Squared

ed frequency frequency ce difference difference
Degree of proportions (fi) (ei) (fi – ei ) (fi – ei )2 /expected
likeliness frequency
very important 0.20 16 0.20*75=15 1 1 0.067

Important 0.20 23 0.20*75=15 8 64 4.267

Neutral 0.20 26 0.20*75=15 11 121 8.067

Unimportant 0.20 9 0.20*75=15 -6 36 2.4

Totally 0.20 1 0.20*75=15 -14 196 13.067

unnecessary
Total 75 75 172 χ2=27.87

α=0.05(level of significance)
dF = k-1 = 5-1 = 4
So χ20.05= 9.488

Since χ2 (27.87)> 9.488, so we reject the null hypothesis.

Also, p-value = 1.32 * 10^(-5) which is < 0.05. Hence we reject the hypothesis.

Hence, the result says that there is absolute difference in the perception of the consumers
with respect to the degree of likeliness they feel about the online advertisements done by
companies in social media.

The reason why the hypothesis fails is because majority of the netizens believe that online
ads are important tool in influencing the perceptions of the consumers. And those companies
who don’t go for online advertisements are likely to lose out their reputation in the minds of
the consumers.
5. Perception of consumers towards companies using social media is more influenced by the
presence in social media or by the website contents of the companies.

It’s a test for proportion; we are using z-test for testing the hypothesis.

Here our group tries to find out whether the consumers perceive the web contents of the
companies as a more influencing tool than the presence of the companies in various social
media.

Null Hypothesis, Ho: p1 – p2 ≤ 0

Alternate Hypothesis Ha: p1 – p2 > 0

Level of significance α = 0.05

Where, p1 = proportion of people using social media who believes that web site content of a
company is very or simply important to influence the consumers’ perception of that
company.

= 64/75

Here n1= 75 is the total number of respondents

p2 = proportion of people using social media who believes that presence of

companies in social media is very important or simply important to influence the consumers’
perception of the companies.

= 55/75

Here n2 = n1 = 75 is the total number of respondents.

n1*p1 +
n2*p2
Now, p = ============= = 0.79

Z = (p1 – p2) / sqrt{p(1-p)(1/n1 + 1/n2)}

= 0.12 / 0.0665

= 1.81
Corresponding p-value = 0.50 - 0.43649= 0.0351 < 0.05, we reject Ho.

The result shows that consumers still feel that web site contents of any company are very
vital as compared to their presence in social media. This is mainly because, the consumers at
the end will always end up checking out the websites of the products even after looking at
them in some online ads just to give a wider view. Social media only gives a platform to let
every netitzen to know about the companies’ products and not a complete description of
them.
LIMITATIONS OF THE PROJECT

There were certain errors that were inevitable despite conducting qualitative and quantitative
data. Time and money constraints, were some of the major limitations. In order to have a
better survey, we could have done a pilot study if more resources had been available.

Also we used convenience sampling. Convenience sampling generally limits the scope of the
survey as it can create biases in the results.

Limited respondents was a big limitation as we could only reach out to only to those people
who friends of our team members.

In our survey we considered responses of people who use facebook, linkedin, twitter, blogs
and youtube. But there are some other social media as well that are used by users and
companies in India whose presence might not be very significant but still could have made
certain difference to our results.

Also we could test a bigger sample if we had taken a smaller margin of error (<10%) i.e. a
larger sample would have reduced the margin of error.
SCOPE OF THE PROJECT

Consumer behaviour is always shaped by the consumer perception. And we have tried to
capture what the consumers perceive about the organisations or companies that are present in
the social media. Therefore this project can certainly be used by organisations to understand
the importance of being there in a social media.

Today every company wants to have a significant share of the consumer’s mind. For that
purpose they are trying their level best to create more visibility. This research can help in
understanding what consumers feel about a company that is present or not present in the
different social media. Again as the perception shapes the buying behaviour of consumers,
this study can help companies to understand the importance of innovativeness of trying new
and different things in the social media that can cause a change in the perception of
consumers about their companies. This survey is not limited to any particular social media
alone but tries to capture the perception of different social media users in India.
CONCLUSIONS

This project studied the consumer perception about the companies that are using the social
media to reach out and interact with the consumers. As a traditional way of advertising
companies usually tend not to give greater emphasis towards online advertising or going for
social media advertising. But after the advent of so many social media and their wide
acceptance by the consumers as a whole, the importance of social media as a medium to
interact with consumers by the companies has increased in manifold. And now, all the social
media users form different opinions about the companies who are going for social media ads.
Firstly, our project shows that of all the social media tools, facebook is the leader in the
usage rate. Yet our study shows that whether it’s facebook or LinkedIn or any other, the
consumers are always inclined towards believing that companies must go for social media
ads. There’s nothing like the consumers perceiving facebook as more important tool than any
other for any company to zero in to. There are many users type in social media as well and
accordingly, our group felt that the amount of involvement will eventually lead to forming a
perception that those who are more involved will be more inclined towards believing the
effectiveness of the use of social media as a tool by the companies. But out study reveals that
it’s not necessary whether a user may be of any type, but he actually feels that those
companies going for social media are all reputed enough to mark their presence felt in social
media domain.
Plus, our group also studies the perceptions of the social media users who use extensively
everyday and those who use it not so frequently. In this we make an assumption that those
people who spend more number of hours in social media are more likely to interact with the
companies or notice more about any companies’ advertisements or say updates as compared
to those people who spend less number of hours in such social media platform. Our result
shows that even those who spend less number of hours are also very likely to notice the very
fact that companies going for such social media ads are very innovative in their approach.
One important aspect of our findings show that consumers’ perceptions of a company are
more influenced by the website contents of the company rather than the online advertisement
shown in different platforms. The reason why such a thing occurs is strictly because even
though consumers do notice about the ads shown in social media, yet they are more satisfied
when they actually visit the company’s site and see all what’s been posted there. They may
buy the products or avail the services but the important thing is that the clear message is
propagated more to the consumers when they actually visit the sites referred may be though
online ads or social media.
RECOMMENDATIONS

After this study on consumers’ perceptions, our group feels that the element of social media
must never be neglected by the companies at any cost. Our group strongly recommends the
companies around the globe that it’s never too late to boost the companies’ presence in such
social media platforms. Their presence should never go missing. The number of users of
different social media tools such as facebook, LinkedIn, twitter, youtube etc will be different
but each user in each of these social media always perceives the companies going for social
media ads as more reputable and innovative. As we have different types of users of social
media with respect to their active involvement yet the companies should all time be
conscious of reaching out their products and services ads to all types of users.
Our group also recommends to all the companies that their presence in the social media is not
as important a factor to shape the consumer perception as the website content, so more
emphasis should be put on the content of company’s websites.
Also consumers don’t perceive blogs, youtube, twitter, linked and facebook all as equally
important to interact with users. So more attention should be given to facebook and linkedin
that attract more consumers and which are considered as a better way of interacting with the
consumers.
REFERENCES

ww.ebscohost.com
www.google.com
www.scholar.google.co.in
www.marketsearchworld.net/index/php

Forrester, 2009

Blue Research, 2007

Verplanken and Holland, 2002

Arvidsson, 2005

Pierre Joubert, 2009

 EXHIBIT 1

QUESTIONNAIRE:

Do you use any of the following social media programs? *Facebook,Twitter,Blog,Youtube,

linkedIn or any other.

• Yes

• No

How involved are you online? *(Please check all that apply)

• I’m a creator (publish web pages, blogs, podcasts, upload videos and photos to
photo/video sharing sites)

• I’m a critic (comment on blogs and others’ published items, post rating, post reviews)

• I’m open (I not only publish, but allow others to rate, comment, tag and share)

• I’m a spectator (I read, listen and watch, but do not interact)

• None of the above

How important do you think it is, to have an account with one of the following social media
tools: *1 being very important and 5 being very unimportant
 1 2 3 4 5

Facebook

Youtube

LinkedIn

Twitter

Blogs

Others

Do you think companies or organizations should use social media? *

• yes

• no

• can't say

In your opinion,which of the following influences your perception of a company? *

Very Totally
Important Neutral Unimportant
important Unnecessary

Web site attractiveness

Web site content

Presence in social media

(interactive media i.e.
games,forums,communities
etc)
 Very Totally
Important Neutral Unimportant
important Unnecessary

Online advertisement

Company' s product or
service

What social media tools should companies or organizations use to interact with
you? *(Please check all that apply)

• Blog

• Facebook

• Twitter

• LinkedIn

• Youtube

• Forums

• Other:

In your opinion, how reputable is a company that uses social media? *

• Very reputable

• Reputable

• Neutral

• Not reputable

• Not very reputable

 In your opinion, how innovative is a company that uses social media? *

• very innovative

• innovative

• neutral

• not innovative

• not very innovative

How much time do you spend on social media daily? *

• < 1hr

• 2-4hrs

• > 4 hrs

Name a company or organization that you believe manages a great social media? *

Gender *

• male

• female

Age *

• <18yrs

• 18-24
• 25-30

• 30-40

• >40

Income *

• < 2 lakhs

• 2-4 lakhs

• 4-8lakhs

• above 8lakhs

occupation *

• service

• businessman

• student

• Other:
EXHIBIT 2

SUMMARY OF RESPONSES:

Do you use any of the following social media programs?

Yes 74 100%
No 0 0%
People may select more than one
checkbox, so percentages may
add up to more than 100%.

How involved are you online?

I’m a creator (publish web pages, blogs, podcasts, upload videos and photos to 7 9%
photo/video sharing sites)
I’m a critic (comment on blogs and others’ published items, post rating, post 9 12
reviews) %
I’m open (I not only publish, but allow others to rate, comment, tag and share) 2 27
1%
I’m a spectator (I read, listen and watch, but do not interact) 1 23
8%
None of the above 1 1%
How important do you think it is, to have an account with one of the following social
media tools: - Facebook
1 28 36%
2 14 18%
3 10 13%
4 10 13%
5 12 16

How important do you think it is, to have an account with one of the following social
media tools: - Youtube
1 12 16%
2 12 16%
3 21 27%
4 17 22%
5 12 16

%
How important do you think it is, to have an account with one of the following social
media tools: - LinkedIn
1 26 34%
2 12 16%
3 14 18%
4 12 16%
5 10 13%

How important do you think it is, to have an account with one of the following social
media tools: - Twitter
1 15 19%
2 11 14%
3 22 29%
4 15 19%
5 11 14%
How important do you think it is, to have an account with one of the following social
media tools: - Blogs
1 12 16%
2 12 16%
3 19 25%
4 18 23%
5 13 17%

How important do you think it is, to have an account with one of the following social
media tools: - Others
1 7 9%
2 11 14%
3 17 22%
4 18 23%
5 21 27%
 Do you think companies or organizations should use social media?
yes
no
can't say

In your opinion,which of the following influences your perception of a company? - Web

site attractiveness
Very important 30 39%
Important 32 42%
Neutral 8 10%
Unimportant 2 3%
Totally Unnecessary 2 3%
In your opinion,which of the following influences your perception of a company? - Web
site content
Very important 41 53%
Important 22 29%
Neutral 10 13%
Unimportant 1 1%
Totally Unnecessary 0 0%

In your opinion,which of the following influences your perception of a company? -

Presence in social media (interactive media i.e. games,forums,communities etc)
Very important 20 26%
Important 34 44%
Neutral 15 19%
Unimportant 5 6%
Totally Unnecessary 0 0%

In your opinion,which of the following influences your perception of a company? -

Online advertisement
Very important 16 21%
Important 23 30%
 Neutral 25 32%
Unimportant 9 12%
Totally Unnecessary 1 1%

In your opinion,which of the following influences your perception of a company? -

Company' s product or service
Very important 45 58%
Important 17 22%
Neutral 10 13%
Unimportant 2 3%
Totally Unnecessary 0 0%

What social media tools should companies or organizations use to interact with you?
Blog 28 38%
Facebook 63 85%
Twitter 30 41%
LinkedIn 34 46%
Youtube 26 35%
Forums 22 30%
Other 7 9%
 People may select more than one checkbox, so percentages may add up to more than
100%.

In your opinion, how reputable is a company that uses social media?

Very reputable 9 12%
Reputable 46 60%
Neutral 19 25%
Not reputable 0 0%
Not very reputable 0 0%

In your opinion, how innovative is a company that uses social media?

very innovative 19 25%
innovative 35 45%
neutral 20 26%
not innovative 0 0%
not very innovative 0 0%
 How much time do you spend on social media daily?
< 2hr
2-4hrs
> 4 hrs

Name a company or organization that you believe manages a great social media?
make my tripIIPMairtelDELLMahindraVodafoneBlackberryAircelDell
IndiaappleSnapdealDellaircellee jeanslee jeansAdvertisingMake my
tripHULairtelHPvodafonehclDell ServicesgooglePepsi coGooglefacebookliv...

Gender
 male
female

Age
<18yrs
18-24
25-30
30-40
>40

Income
< 2 lakhs
2-4 lakhs
4-8lakhs
above 8lakhs

occupation
service
businessman
student
Other