National Conference - Alagappa University

 

A STUDY ON EFFECTIVENESS OF SOCIAL MARKETING VIA ONLINE MARKETING (SOCIAL MEDIA) WITH SPECIAL REFERENCES TO ABISHEKAPATTI

ABSTRACT

            Social advertising is an ordinarily utilized methodology in worldwide wellbeing. Social showcasing projects may move financed items through business area outlets, disperse properly estimated items, convey wellbeing administrations through social establishments and advance practices not needy upon an item or administration.  Proof exists that social promoting can impact wellbeing practices and wellbeing results. Better documentation of social showcasing mediations is required while assessing these projects. Worldwide wellbeing ventures are justified in filling key proof holes, for example, in social promoting to address youth pneumonia, and to fortify assessment thoroughness. Speculations are required too in scaling up and imitating powerful social showcasing approaches. Social advertising is the utilization of business showcasing standards and methods to improve the welfare of individuals and the physical, social and financial condition in which they live. It is a cautiously arranged, long haul way to deal with changing human behaviour. Social advertising applies business showcasing techniques to advance general wellbeing. Social showcasing is compelling on a populace level, and human services suppliers can add to its effectiveness. This alludes to choices around 1) the origination of a Product, 2) Price, 3) conveyance (Place), and 4) Promotion. These are regularly called the "Four Ps" of promoting. Social promoting likewise includes a couple of more "P's." At the end is a case of the advertising blend. Social advertising is a methodology used to create exercises went for changing or keeping up individuals' conduct to support people and society in general.

KEYWORDS

            Social, Advertising, Promotion, Marketing, Showcase.

INTRODUCTION

Social promoting is ordinarily utilized as an intercession system in worldwide wellbeing. Social advertising utilizes showcasing ideas—item configuration, fitting evaluating, deals and appropriation, and interchanges—to impact practices that advantage people and networks.

Social showcasing may likewise work in an all the more upstream way to address arrangement or social standards change. Social advertising is usually utilized as a methodology in worldwide wellbeing to achieve helpless populaces with wellbeing items and administrations.

Advertisers and spoilers of social showcasing may both concur on a definitive objective of accomplishing conduct change in target populaces; anyway, commentators of social promoting have contended that conduct change is hard to accomplish exclusively through the instruments embraced by social advertising.

The wellbeing interchanges field has been quickly changing in the course of recent decades. It has developed from a one-dimensional dependence on open administration declarations to an increasingly complex methodology which draws from fruitful procedures utilized by business advertisers, named "social marketing."

In actuality, research and assessment together structure the very foundation of the social promoting process. Social advertising was "conceived" as a control during the 1970s, when Philip Kotler and Gerald Zaltman understood that a similar promoting rule.

Product:

The social marketing "product" is not necessarily a physical offering. A continuum of products exists, ranging from tangible, physical products (e.g., condoms), to services (e.g., medical exams), practices (e.g., breastfeeding, ORT or eating a heart-healthy diet) and finally, more intangible ideas (e.g., environmental protection). In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem. The role of research here is to discover the consumers' perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem.

Price:

"Price" refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may instead require the consumer to give up intangibles, such as time or effort, or to risk embarrassment and disapproval. If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted. However, if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater.

Place:

"Place" describes the way that the product reaches the consumer. For a tangible product, this refers to the distribution system--including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free. For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training.

Promotion:

Finally, the last "P" is promotion. Because of its visibility, this element is often mistakenly thought of as comprising the whole of social marketing. However, as can be seen by the previous discussion, it is only one piece. Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public service announcements or paid ads are one way, but there are other methods such as coupons, media events, editorials or in display Ads.

OBJECTIVES OF THE STUDY

Ø  To investigate the fullfilness of making Social Marketing on Internet.

Ø  To regulate the level of satisfaction of the respondents regarding the social marketing.

Ø  To give suitable suggestions and recommendations to the illiterate people and whoever do not know about the importance of Social Marketing .

SCOPE OF THE STUDY

            The scope of the study is to analyse” A study on effectiveness of social marketing via social media marketing with special references to Abishekapatti”.

LIMITATIONS OF THE STUDY

The choice of respondents isn't constrained in light of the fact that this exploration discoveries applies to all individuals who are living in this example territory.

The quantity of test respondents was confined to 40 as it were.

The is absence of familiarity dialects to meet the respondents.

Because of their bustling calendar the respondents could outfit not very many data which is viewed as one of the real requirements.

COLLECTION OF DATA

            Both Primary and Secondary data were used in this study. Primary Data is collected by well structured questionnaire. Secondary data were gathered from books and websites.

CONSTRUCTION OF TOOLS

            Based on the objectives, a questionnaire was constructed by the researcher to be used in this study. The questionnaire was given to 60 respondents out of which 40 respondents selected in Abishekapatti, Tirunelveli.

SAMPLE DESIGN

            The sample size for this study is 40 respondents in Abishekapatti and their ages between 20 and Above.

SAMPLE TECHNIQUE

            The researcher who has adopted convenience sampling to this study.

APPLICATION TOOLS

            The information collected through the questionnaire was analysed using Satisfactory table method and Chi-Square method was applied.

RESEARCH METHODOLOGY

            Here I utilized the Random Sampling type for gathering the data from the respondents in my specific zone of intrigue. Both Primary and Secondary information sources are utilized in my examination. Essential information is gathered by directing field examination. It is for the most part gathered to know how the social advertising through Social Media Marketing is important. In my examination. I gathered information from 40 respondents in Abishekapatti, Tirunelveli District. The analyst has gathered the optional information from books, articles and sites.

DATA ANALYSIS AND INTERPRETATIONS

TABLE 1:

FACTORS THAT INFLUENCE THE SOCIAL MARKETING IN ONLINE MARKETING

(SA=strongly agree, A=agree, N=neutral, DA=disagree, SDA=strongly disagree)

Factors	SA	A	N	DA	SDA	TOTAL
Lacks of emotional connection	30	00	09	01	00	40
Facilitates laziness	24	00	06	00	10	40
Reduce family closeness	10	00	04	20	06	40
Cause distractions	00	02	00	09	29	40
Technological Literacy	00	26	09	05	00	40
Attracts attention	32	06	02	00	00	40
Opportunities to widen business	38	00	02	00	00	40
Health Problems	28	09	03	00	00	40
Illegal crimes, Virus attacks	09	25	00	06	00	40
Reach a wide network	35	05	00	00	00	40
Every company is not in social media	00	05	07	16	12	40
Low cost	34	00	00	00	06	40
Brand visibility	29	00	05	06	00	40
Improve brand loyalty	17	00	19	04	00	40
Better customer satisfaction	34	00	06	00	00	40
Thought leadership	03	20	05	07	05	40
Informed society	32	00	08	00	00	40
Inform the rights of consumers	36	01	03	00	00	40
Environment protection	39	00	00	00	01	40
Quality consciousness	18	00	20	02	00	40

Source: Primary Data

Interpretation: Here I have clearly found it that, most of the respondents were highly satisfied on making social advertisement on internet marketing. So the research is successfully done.

TABLE 2:

CHI-SQUARE METHOD

For the calculation for the chi-square test the researcher considered the factors that designation of the respondents (Illiterate people, Student, Unemployed persons) and the awareness of Social Marketing Awareness (high, medium and low).

	Calculated value	Tabled value
Chi-square	3.0556	10.592

Hence the Researcher Accepted the Hypothesis because the calculated value is less than the table value.

TABLE 3:

CHI-SQUARE METHOD

For the calculation for the chi-square test the researcher considered the factors that age of the respondents (20-30, 31-40, 41-50) (high, medium and low).

	Calculated value	Tabled value
Chi-square	3.0556	2.387

Hence the Researcher is not Accepted the Hypothesis because the calculated value is greater than the table value.

FINDINGS

            In my research most of the illiterate people could have knowledge of social marketing and social awareness.

            20-30 age between respondents are most of the time using internet so they can get ideas about how important the social marketing is?

            Most of the respondents are doing internet marketing because of it gives the opportunities to widen the business and attracts the consumers and it is low charge for promote your products or services.

            Almost the people who are making social advertisements on internet marketing because it improves the brand awareness and brand loyalty and brand visibility.

            By the social marketing the Environment will be protect more so if people choose online marketing for showcasing their products, its good.

SUGGESTIONS

            The customer support is a field that has a critical fantastic work rate, especially in India. The customer mind authorities are paid low here yet in the meantime a portion is a portion. In order to avoid this, chatbots with higher academic dimensions are being melded in this field. For a few, advancing gatherings, a great deal of their chance is given to content headway. They revolve around making blog passages, canny chronicles, quizzes. Rather than fundamentally sharing substance by means of electronic systems administration media, substantial in control content creators are picking highlights, photos and even focuses in light of social sharing. That is the thing that Facebook has installed in its commercial centre element. You can encounter the gadgets directly before you. When you turn the front camera on, you can see yourself wearing those glasses and attire or tops. Such modern is this feature. Facebook advertisements can start to look and feel a touch with extra kind of Augmented zone. Corporate Brands proclaimed these days that it'll start executing expanded increased reality advertisements into the News Feed.

CONCLUSIONS

            Social advertising intends to accomplish conduct change over a wide scope of issues which are critical to the prosperity of people, gatherings, networks and the planet. By understanding the inspirations of people and associations and the components which impact this, social showcasing projects can be created to impact and accomplish conduct change. There are numerous methods and methodologies which are accessible to the social advertiser; specifically, the job of partner investigation, showcase division, promoting correspondences and marking have been featured in this course. There are numerous other essential zones which have not been specifically tended to, for instance, the pivotal job of research in forming knowledge into purchaser and authoritative conduct, the social advertising arranging process, the nature of relationship showcasing, and the job of administration associations in the conveyance of social promoting programs.    

REFERENCES:

Belch, G. E. and Belch, M. A. (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective.    

Hastings, G. (2007) Social Marketing, Oxford, Butterworth Heinemann.

Keller. K.L.(2003) Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

Kotler, P.Roberto, E. L. and Lee, N. (2002) Social Marketing: Improving the Quality of Life, London.

Deis, Michael H.Kyle Hensel (2010). "Using social media to increase advertising and improve marketing".

Trusov, M.; Bucklin, R. E.; Pauwels, K. (2009). "Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site".