Saurav Kishor submitted a dissertation on "Gratification of new media while marketing a new product" to Manipal University, Bangalore Campus in partial fulfillment of the requirements for a Bachelor of Journalism and Mass Communication degree. The dissertation was approved by the guide and director as it satisfied the academic requirements. Saurav conducted original research and analysis under the guidance of Dr. Nandini Lakshmikanta on how social media can be used effectively to market new products.

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Gratification of new media in
marketing a product
Submitted by
Saurav Kishor
Reg.no.112529036
In the partial fulfillment of the requirement for the award of the degree of
Bachelor of Journalism and Mass Communication
(2011-2014)
Manipal University Bangalore Campus
Chokanahali Village, Jakkur Post Bangalore 64

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DECLARATION
I, saurav kishor hereby declare that this project report is prepared by me based on
an original study and research conducted under the guidance of Dr.Nandini
Lakshmikanta, Dean and Head, Department of Communication, Manipal
University Bangalore Campus
I further declare that this research has not been submitted to any other University
or Institution for the award of any other degree or diploma.
Date: Signature:
Place:

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Manipal University Bangalore Campus
Chokanahali, Bangalore-64
Certificate
Certified that the Bachelor’s Dissertation entitled
Gratification of new media while marketing a new product? It should be
based upon the Business communication is a bonafied work carried out by
Mr. Saurav kishor bearing 112529036 in partial fulfillment for the award of
degree of Bachelor of Journalism and mass Communication from the Manipal
University Bangalore Campus during the session 2011-2014 The Bachelor
Dissertation has been approved by me as it satisfies the academic requirements of
the subject.
Signature of the guide: signature of the Director:

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Acknowledgement
The satisfaction and euphoria that accompany the successful
completion of any task would be but incomplete without the mention of
the people who made it possible, whose constant guidance and
encouragement crowned our efforts with success.
I wish to place on record my grateful thanks to Dr.Nandini
Lakshmikanta, HOD, Journalism and Communication department for
providing the guidance, support and encouragement.
I take this opportunity to thank Mr.Prashanth, Manipal University
Bangalore Campus for his inspirational guidance and help. His
teaching has enabled me to understand various aspects of research,
I express my special thanks to my friends and my fellow Bachelor of
Journalism and Mass Communication, for their great help. And other
Researchers that providing me an opportunity to nurture my aspirations
I thank to my family for their boundless support and inspiration.
Saurav Kishor
(Reg no.112529036)

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TABLE OF CONTENTS
NO. TOPICS
1 INTRODUCTION
2 LITERATURE REVIEW
3 METHODOLOGY
4 FINDINGS&ANALYSIS
5 CONCLUSION
APPENDIX
BIBLOGRAPHY
6. QUESTIONAIRE

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CHAPTER 1
INTRODUCTION

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CHAPTER – 1
Introduction
This research paper explores the concept of social media and its benefit when launching a new
product in the market, Questions that will be answered throughout the paper will identify the
effects social media has, if Companies can reach their audiences effectively through social
media, and what will make social media better by research on best practices. Social media has
become a ubiquitous mainstay in the lives of consumers. Popular platforms have rapidly grown
to hundreds of millions of users, and the adoption of social media platforms has no end in sight.
This social media “revolution” has changed the traditional, corporate monologue into a two-way
dialogue with customers and prospects. Using social media to build brand awareness is the
number one goal of most social media marketers. Hundreds of millions of people are talking,
learning and engaging through social media channels. Social media has quickly become one of
the best ways to reach large audiences who are hungry for information and conversation. For
professional communicators, having social media as a tool in the arsenal for building brand
awareness is no longer a nice to have. Social media can help build interest in products before
they are launched. Without giving away all the new details and features of a product, teasing
elements can create excitement leading up to the actual launch date. It can also help drive traffic
to other sales channels and gather potential customers’ information.
The advantage of using social media for customer service is simple – it allows for fast, personal
responses to your customer base on the platforms on which they prefer to communicate. Your
customers are talking about you right now on Twitter and Facebook. People may be asking
questions about you on LinkedIn. Or, they may be leaving tips or recommendations about your
services on location based services.. Social media doesn’t change this; it simply augments your
ability to help your customers. Social media allows companies to expand their traditional
approach to launching products by building a higher level of interest around new introductions,
as well as tapping into engaged networks to help create excitement on their behalf.

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Significance of the research
Social media is a driving force in the field of communication and marketing and is only getting
larger. This phenomenon is changing the way marketing has been done in years past. Instant
feedback and connecting first hand with your audience are only two of the benefits.
This research will showcase a large corporation utilizing various social media platforms that can
serve as a model for future organizations. Social media is a well-respected place for launching
and advertising a new product .It is known for its high sales and community involvement. It
helps to engage with large number of audiences or customers through new information and ideas
for a social media marketing plan the objectives of all business are to makes profits and a
merchandising concern can do that by increasing its sales at remunerative prices.
Market research is data collection, integration, analysis and then dissemination of information
generated. Main aim of market research is to find consumer preferences, their purchase and
consumption pattern.
The uses and gratification theory
Uses and Gratification theory focuses on why companies use the Internet to marketing and most
often, how it fulfills a need or want. It is important for companies to market themselves through
social media to become a want or a need by users and potential audience members. By becoming
a want or a need, companies increase their brand awareness and appeal to users. Also presented
in this literature review is they place social media users into six categories and explain the
realities of companies engaging in social media. A focus on viral marketing campaigns best
practices is examined and explained. Finally, best practices are formulated to help companies
become a want or a need.
Marketing communication
Communication is really the one, most important aspect of any relation. May that be a personal
one or a professional one? In the corporate world, good communication skills can boost one’s
career and lead him/her up the ladder of success. Marketing communication acquires new
customers for brands by building awareness and encouraging trial it also maintains a brand's
current customer base by reinforcing their purchase behavior by providing additional information

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about the brand's benefits. A secondary goal of marketing communication is building and
reinforcing relationships with customers, prospects, retailers, and other important stakeholders.
New Media and Marketing
In this chapter, we focus on the brand and marketing strategy. The purpose of this part is to
deepen our knowledge about how brands can build sustainable active fans community by
influencing their motivations in a participative way.
The new media have changed the rules of marketing. The old rules of marketing are ineffective
in an online world. As David Merman Scott (2010) argues, “before the Web came along, there
were only three ways to get noticed: buy expensive advertising, beg the mainstream media to tell
your story for you, or hire a huge sale staff to bug people one at time about your products. Now
we have a better option: publishing interesting content on the web that your buyers want to
consume” (Merman Scott, 2010:3).
In fact, social media has not really changed objectives that brands have changed but the means to
achieve these goals. In the book "Marketing on the Internet", John Zimmerman (1999) lists
several objectives related to the goals of the marketing positioning of a brand on the Internet:
- Increasing brand or product awareness
- Enhancing corporate image Achieving marketing leadership
- Providing information and/or displaying samples of goods and services
- Generating a list of prospective customers
- Building loyal relationship with customers
- Improving customer service
- Gathering information about customer needs and preferences to guide future product
Development
- Improving knowledge of customer demographics
- Testing customer response to discounts or other special offers
- Finding strategic business partners, dealers, franchisees, or suppliers
- Recruiting employees, members, subscribers or investors
- Saving money through automation, simplified distribution channels, reduced cost of
Order fulfillment, or smaller inventories (Zimmerman, 1999:17)

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Moreover, Facebook offers many tools for the brands to quantify and qualify its audience.
Indeed, every fan page administrator has a background access to page statistics. It also offers
some solutions to develop the audience. This tool is called “Facebook Insights” and gives a lot of
information like the number of visits per day, demographic information etc.
Social media a good place of business
Social media has become a part of our lifestyle. The information or data we obtain on social
media is updated on a daily basis. It is very easy to reach your niche target as audience is divided
on the basis of their fan page likes, groups and communities joined. So it is easy to find them on
various communities on social media websites such as Facebook, LinkedIn etc. . The information
people provide on their social networking profiles are fairly accurate. Views or information
provided in conventional sources of data collection such as web forms and surveys may be
biased. But the information provided in social media is mostly genuine.
 Facebook – 903 million users
 Google Plus – 343 million users
 Twitter – 288 million users
 Linked in – 175 million users
 Instagram – 100 million users
 Pinterest – 25 million users
 Foursquare – 25 million users

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Chapter 2
REVIEW OF LITERATURE

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Chapter 2
REVIEW OF LITERATURE
Bulmer and Rubin. It is important for companies to market themselves through social media to
become a want or a need by users and potential audience members.
By becoming a want or a need, companies increase their brand awareness and appeal to users.
Also presented in this literature review is research by scholars Li and Bern off. They place social
media users into six categories and explain the realities of companies engaging in social media.
A focus on viral marketing campaigns best practices is examined and explained. Finally, best
practices are formulated to help companies become a want or a need.
Scholars Stafford and Gonier identified sources of gratifications for Internet use amongst
individuals in their 2004 study amongst AOL users. Their findings concluded that the Internet
was used for searching and browsing activities, communication and information retrieval,
learning and research and for socialization purposes. Using the Internet for socialization was the
fourth factor in the analysis and can be associated with furthering interpersonal relationships.
The findings within this factor associate using the Internet as a communication channel. Shortly
after 2004, social networking sites began to be largely adopted by Internet users.
The Groundswell Social networking sites have burst onto the Internet scene and captured the
Attention of Internet users worldwide. Platforms change daily, and what is used today could be
gone tomorrow. Companies have begun to use social networking sites to communicate, build a
relationship and market to their target audiences. These same companies must remain up to date
on which networks resonate with which audience. Many users access companies’ social
networking profiles on various sites to fulfill their needs. Many profiles include comments with
product reviews and personal accounts of customer service experiences. Sometimes these SNS
profiles can be more influential than the media itself.

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Li and Bernoff note that every company is vulnerable when it comes to social media.Companies
like Dell and Microsoft are riding the wave of social media and benefitting immensely from this
emerging trend. They outline platforms in their book and how to communicate on each of them.
Platforms on social networking sites change rapidly. One thing that doesn’t change is the way to
communicate with and reach consumers. “Groundswell: Winning in a World Transformed by
Social Technologies,”
Charlene Li and Josh Bernoff identify What social media can do for a company, good or bad,
and offer strategy tips for companies implementing various social media platforms.

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CHAPTER 3
METHODOLOGY

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CHAPTER 3
METHODOLOGY
The social status of an individual is revealed on social networks. Sociologist Erving Goffman (
2002) refers to the “Interaction Order” which he claims is the “part of the social life where face-
to-face and spoken interactions occur”. He believes that the way people represent themselves
provides other users information about them they want others to believe. Research methods are
used to determine, discover, interpret, and formulate facts. The main sources of information that
used in this Research were issued from Internet articles and online blogs on social media
marketing, the purpose is to read up-to-dated information as the research is dealing with a new
and trendy topic in marketing. Moreover, there are sufficient scientific articles which focuses on
social media marketing are also studied in order to provide a stable theoretical argumentation.
3.1 Locale of the Study
3.2 The research approach
3.3 Sample for the study
3.4 Research Design
3.5 Variables considered in the study
3.6 Measurement of variable
3.7 Hypothesis for Statistical analysis
3.1 Locale of the Study
For the study purpose, Manipal University, Bangalore Campus was selected because it is one
amongst the prestigious Educational institutions in Bangalore situated in the outskirts of the city.
This College boards students from different parts of India and the world. Since the campus boards
students not only from different places but also from different socio-cultural and economic
backgrounds the campus was considered appropriate place to conduct the study.

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3.2 The research approach
There are two main research approaches which are qualitative and quantitative. According to
Greg (2007), depending upon the desired outcome for the research, social scientists may choose
between quantitative or qualitative designs.
In this research of social media marketing, this is also determined by the 10 research purpose and
problem. Some qualitative techniques such as observations, analysis of texts and documents are
used in this research. Under this circumstance, the qualitative approach is suitable for
interpreting the arguments why social media marketing is crucial and how to develop a
successful social media marketing strategy thereupon. It is confident to say that these techniques
will provide a great validity and reliability when dealing with the research question.
3.3 Samples for the Study
If each and every student had to be contacted for collection data, it would require much time,
money and manpower. Besides every one may not be available personally for contact and because
of population size, an exhaustive and intensive study would not be physically possible. Sampling
enquiry gives significantly correct results with much less time, money and material. It also makes
possible a more intensive possible of samples. Therefore random sampling technique was
followed in selecting the respondents.
The selected respondents’ stream of education was selected by random method. To make the
study more methodical every individual was administered with the questionnaire. The respondents
belonged to the age group of 18 years to 55 years. The total number of the sample was 30
3.4 Research Design
In the present investigation the ex-post-facto research design was used. This design was
considered appropriate because of the phenomenon had already occurred.

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3.5 Variables considered for the study
Based on the review of literature and discussions with experts and objectives set for the study the
variables selected is categorized into two groups namely; dependent and independent variables. A
list of such selected variables is as follows:
Dependent variable
1. Important of social networking sites
2. social media is the best place Today’s entrepreneur for launching product
Independent Variables
1. Age(in years)
2. Gender
3.5 Measurement of variables
Dependent Variables
Important of social networking sites : Social networks can help actively seek out clients and/or
customers with little to no cost, and are a great way to generate leads and acquire referrals. It is a
great way to make your business friendlier and to form closer relationships with your customers.
By engaging in social media .your company can interact directly with customers. By creating
interesting and useful content you can position yourself as a trusted source of information in your
field, as well as place to buy.

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Social Media is the best place Today’s entrepreneur for launching the product
Thousands of new businesses are started in the world every month. Budding entrepreneurs with
minds full of ambition and great ideas turn their understanding of a consumer or business
problem within a market into a new product or service solution. But there’s more to starting a
business or launching a new product than a great idea and a market in need of a solution. Many
new businesses score well with the solution they’ve created including the logistics of suppliers,
manufacturing, and distribution to bring that product or service to market.
Independent Variables
Age ( in years)
The age of the respondents was recorded as mentioned by them at the time of investigation in
number of completed years. The respondents are belonging to the age group of 18-45 years
Gender
It refers to the gender of the respondents. They were categorized as male and
female.
3. Educational Qualification
Credibility of measures
Credibility means the confidence reposed by the study subjects in social networking sites:
a laboratory study on social media marketing. To measure the credibility, a set of bipolar
adjectives of positive as well as negative factors were finalized based on review of literature and
consultation with the subject experts in the fields of the concerned subject. To assess the
credibility factors of each element of study, the ratings of the respondents were obtained on a
different point scale as according to the question.

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Duration of Study
The study was undertaken during the months of September to November 2013 at Manipal
University Bangalore campus. The time taken for data collection was average, because the
number of respondents was 30.
Data collection
The data were collected from the respondents with the help of a structured pre tested
questionnaire.
Questionnaire:
The questionnaire had two sections i.e. A, B
Section A had questions regarding the personal characteristics of the respondents.
Section B was related to the important of social networking sites and how long you have been
involved in social media and social media is best place today’s entrepreneur for launching a
product.
The questionnaire mainly contained multiple choices/ closed ended questions with the
provision for a few open ended questions. The questionnaire was distributed personally to the
respondents at random by the investigator with a good amount of persuasion and explanations
about the contents of the questionnaire. The fields in questionnaire were collected personally
from the respondents at the same time at the same day. The doubts of the respondents while
filling the questionnaire were clarified by the investigator on the spot.
Hypothesis Statistical Analysis
Simple percentages were worked to represent the proportion of the respondents to the total
sample considered in the study. This was calculated as frequency of a particular group
multiplied by 30 and divided by the total number of respondents.

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CHAPTER 4
FINDINGS AND ANALYSIS

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Overview of the results
I have done 30 interviews and I am going to analyses them in this chapter to get an answer to my
research question. According to our chosen target group and methods to gain data, i have
interviewed 30 different people with different background of businesses. My interview questions
focus on how social media is helpful for increasing the sales .respondents (participants) in
general the responses and their opinion about the marketing aspects. The respondents gave us
very different answers, so the choice of the content analysis showed up as the most optimal way
to get data analyzed. The age of the respondents is between 21 and 35 years old and most of
them are Entrepreneurs living in Bangalore,
Table 1 reveals that out of the 30 respondents selected for the study 66.67 percent of the
respondents were male and 33.33 percent of the respondents were female. The respondents were
divided into three different age categories. Amongst the male respondents 13.33 percent fall in
the age group of 18-25, 33.33 percent are in 25-30 and 53.33 percent are in the age group of 30-
35. This table proves that male respondents appear more active in social networking than the
female respondents.
Gender Respondent Percentage
Male 20 66.67%
Female 10 33.33%
Age Group Male Female
18-25 10.00% 20.00%
25-30 35.00% 30.00%
30-35 66.67% 33.33%

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Graph-1 and 2, Distribution of study respondents according to gender and their
membership for various social networking sites
The respondents were given multiple choices to choose the social networking sites in which they
were the members of. Table 4 reveals that out of 66 percent of male respondents 55 percent
respondents are members of Orkut, 47 percent respondents are members of Facebook, 35 percent
are members of MySpace, 21 percent are members of other social networking sites like Twitter,
The popularity of the social networking sites is represented in the histogram chart. The results
provide a clear indication that orkut is more popular among the respondents because more
number of respondents have membership in orkut.
MALE
0
10
20
30
40
50
60
Orkut Facebook MySpace Hi5 Others
Social Networking Sites
Percentage
Series1

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Graph-2 reveals that out of 36 percent female respondents 10 female respondents are members
of Orkut, 21 percent respondents are members of Facebook, 12 percent are members of
MySpace, 14 percent are members of other social networking sites like Twitter, Flickr and
Ibibo.com. In this table the respondents were given multiple choices to choose the social
networking sites in which they were the members of. Through this column chart i can analyze
that orkut is more popular among the respondents because more number of respondents have
membership in orkut. The charts provided above clear indicate the popularity of Orkut.
Female
0
5
10
15
20
25
30
Orkut Facebook MySpace Hi5 Others
Social Networking Sites
Percentage
Series1

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Graph 3: Does your organization currently use social media to connect with
your customers and prospects?
The results for this question indicate that most companies and organizations are at some stage of
investigating or developing a strategy and plan for social media. This means that the race is on,
which is no surprise. As many as 31 percent of the respondents in the age group of 18-25.
Social networking which generally appears to be the favorite pass time of the youngster’s
entrepreneur.. When compared female respondents male clearly indicate their interest in social
networking (61 percent). Here 3 percent of respondents from 20-25 years age and 4 percent of
respondents from 25-30 are unaware of social networking sites. 12 percent of respondents are in
Unemployment, 11 percent of respondents are from working professional, 34 percent are from
under graduate and 38 percent are from post graduate..
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Agree not agree Strongely agree Strongly not agree

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Graph 4-What type of biggest challenges to using social media?
Most organizations are in the same boat, feeling it is a challenge to have the staff to manage an
effective social media program. The challenge of generating activity, the #2 issue, is related to
the #3 issue of creating content to post. Conversations with companies who are having success
with social media make it clear that you need to have an organizational structure like a wheel.
There needs to be a person who is the “hub” for all of your activity.
0
1
2
3
4
5
6
To keeping Holds
customers in one
place
To Generate
Activity Generating the
Tools and How to
use It
For Information

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Graph-5- What Goals are you trying to achieve as an organization through the
help of social media?
The results for this question indicate that most companies and organizations are at some stage
of investigating or developing a strategy and plan for social media. This means that the race is
on, which is no surprise. I have given 4 options A.Leads B.Sales C. Sign-ups D.All of them .
Responses have got 15% of people who wants Leads, 30% sales, 15% Sign-ups and 40% All of
them.
0
2
4
6
8
10
12
14
Series 3
Series 2
Series 1

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Graph- 6. For what purpose are you finding social media to be very effective?
Education companies and organizations are finding social media to be most effective for
building brand awareness, for customer-focused communications, and for general marketing
knowledge and insights. Companies that understand how this type of deeper communication will
build knowledge, insights, and relationships tend to be happier with social media than
companies looking to count leads and measure ROI.Social media are an investment in the long-
term growth of your company that can impact every aspect of your organization.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
To build Brand
awareness
To Increase the
Loyakity
For Lead
Generations
For Product
Development
Series 1
Series 2
Series 3

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Graph 7 which of the following CATEGORIES of tools are very effective as part of your
Program?
This result is fascinating and gets back to the question of how you define “social media.”
Facebook may not be a category that is top of mind when thinking of social media. “Google+
are ranked #2, and they are the best way to create community. Many of the other tools are
included or can be integrated into a social networking community. As in multi-channel
marketing, the tools are stronger when used In combination than any one tool is used
separately.
Series 1
Series 2
Series 3
0
1
2
3
4
5
Facebook
Google+
Webinar
Twitter
Series 1
Series 2
Series 3

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CHAPTER 5
CONCLUSION

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CHAPTER 5
CONCLUSION
The research studies “Gratification of New Media While launching a new Product was intended
to find out the popularity about Online Marketing strategic. In my project work i tried to find out
the motivation of entrepreneur users to participate in different campaigns on the social network
sites for launching a new product, which fulfill their needs.
The first reveals that out of the 30 respondents selected for the study 66.37 percent of the
respondents were male and 33.33 percent of the respondents were female. The respondents were
divided into three different age categories. Amongst the male respondents 2 percent fall in the
age group of 18-25, 35 percent are in 25-30 and 55 percent are in the age group of 30-35. This
table proves that male respondents appear more active in social networking than the female
respondents.
Second reveals about the educational qualification of the respondents. Amongst the 30
respondents selected for the study 40 percent of the male are educated up to Graduate, 20 percent
up to Post graduate, 35 percent are working and 5 percent are unemployment. And amongst
female respondents 40 percent are in Graduate, 20 percent are in Post graduate, 40 percent are
working and 0 percent is in Unemployment. The female respondents in general, are better
educated than male respondent.
Third reveals that amongst 30 respondents selected for the study a majority of the respondents
/are aware of social networking sites. Nearly 31 percent of the respondents are in age group of
18-25. Social networking which generally appears to be the favorite pass time of the youngsters
it is interesting to note that nearly 40 percent of the respondents in the higher age group appear to
have developed or retained the interests in social networking. This may be due to the nature of
their job profile. When compared female respondents male clearly indicate their interest in
social networking (61 percent). Here 3 percent of respondents from 18-25 age and 3 percent of
respondents from 25-30 are unaware of social networking sites, hence these 6 percent of

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respondents will not be considered for future prospective of social media. 26 percent of
respondents are in Graduate, 25 percent of respondents are from Post graduate, 34 percent are
from working and 13 percent are from post graduate. And 0 percent is unemployment.
The reveals that amongst 30 respondents selected for the study a majority of the respondents are
Does your organization currently use social media to connect with your customers and
prospects? The results for this question indicate that most companies and organizations are at
some stage of investigating or developing a strategy and plan for social media. This means that
the race is on, which is no surprise. The companies that already have a strategy and plan are
finding out faster what is working, and what isn’t working. As many as 31 percent of the
respondents in the age group of 18-25. Social networking which generally appears to be the
favorite pass time of the youngster’s entrepreneur. It is interesting to note that nearly 40 percent
of the respondents in the higher age group appear to have developed or retained the interests in
social networking. This may be due to the nature of their job profile. When compared female
respondents male clearly indicate their interest in social networking (61 percent). Here 3 percent
of respondents from 20-25 years age and 4 percent of respondents from 25-30 are unaware of
social networking sites. 12 percent of respondents are in Unemployment, 11 percent of
respondents are from working professional, 34 percent are from under graduate and 38 percent
are from post graduate.
The reveals that amongst 30 respondents selected for the study a majority of the respondents are
what type of biggest challenges to using social media. Most organizations are in the same boat,
feeling it is a challenge to have the staff to manage an effective social media program. The
challenge of generating activity, the #2 issue, is related to the #3 issue of creating content to post.
Conversations with companies who are having success with social media make it clear that you
need to have an organizational structure like a wheel. There needs to be a person who is the
“hub” for all of your activity.
The reveals that amongst 30 respondents selected for the study a majority of the respondents are
what goals are you trying to achieve as an organization through the help of social media? The
results for this question indicate that most companies and organizations are at some stage of
investigating or developing a strategy and plan for social media. I have given 4 options .Leads,

32. 32 | P a g e
Sales, Sign-ups and.All of them. And I have got responses 15% of people who want Leads, 30%
sales, 15% Sign-ups and 40% all of them.
The reveals for what purpose are you finding social media to be very effective? Education
companies and organizations are finding social media to be most effective for building brand
awareness, for customer-focused communications, and for general marketing knowledge and
insights. Companies that understand how this type of deeper communication will build
knowledge, insights, and relationships tend to be happier with social media than companies
looking to count leads and measure ROI.Social media are an investment in the long-term growth
of company that can impact every aspect of your organization.
The Reveals for which of the following Categories of tools are very effective as part of your
program? This result is fascinating and gets back to the question of how you define “social
media.” Webinars may not be a category that is top of mind when thinking of social media, but
webinar tools now include the ability to incorporate live video and live chat and turn the webinar
experience into an event that is truly “social. “Social networks are ranked #2, and they are the
best way to create community. Many of the other tools are included or can be integrated into a
social networking community. As in multi-channel marketing, the tools are stronger when used
In combination than any one tool is used separately.

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CHAPTER 6
APPENDIX

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CHAPTER 6
Bibliography
Research papers Referred :
1 Social Media Marketing in Education resources: by Co- sponsored software & information
industry Association
2: Social networking sites as e-learning resources: by Dr. P. Govindraju, Prof head, r Sundarnar
University.
3: Twitter The Social Media: Asha Madan, Asst Prof & Head, Christian Women’s College.
4 How does Coca- cola’s communication through social media affect the motivations of fans to
participate?
5 Social Networking sites: An Elaboratory Study on Mobi Journalism By Pratap. H , Pass out
Master of science in Mass Communication student of Acharya College
WEBSITES REFERRED:
- Socialmediamarketing.com
- A way of marketing for startups
- Socialmediapolls.com
- Entrepreneur.com
- http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
- Wikipedia.org