a research study based on effectiveness of social media as a marketing tool. now a days social media influencing the purchasing decision of consumers, that's why it’s important to know how it works ! also have some recommendations to improve it.

2. INTRODUCTION
Over the past 40 years, we have experienced a
radical shift in how business is conducted and
how people interact. The introduction of
personal computers, the Internet, and e-
commerce have had a tremendous impact on
how businesses operate and market.
Thus social media influencing the purchasing
decision of consumers, that's why it’s important
to know how it works !
research study on effectiveness of social
media as a marketing tool

3. OBJECTIVES
1. To Explore:
to which extent the social media influences
buying decision of consumers.
2. To study:
the gap between consumer expectations from
Social media and its performance.
research study on effectiveness of social
media as a marketing tool

4. 3. To suggest strategies:
to fill the gap between expectation and
performance to improve its effectiveness.
research study on effectiveness of social
media as a marketing tool

5. FINDINGS
1. Online buying behavior is more popular in
youngsters than other age groups.
2. Once anyone get to know about any product,
they first research, gather opinions & read
blogs about them on social media.
3. The buying behavior is motivated by to find
the reaction of their friends on the selected
brands.
research study on effectiveness of social
media as a marketing tool

6. 4. Concrete and timely information to the needed
consumers increases the effectivity of buying
behavior on social media.
5. Most people follow a brand page through a
friend invitation on social media.
6. Almost every consumer used to go to brand
page to get to know about exclusive offers.
research study on effectiveness of social
media as a marketing tool

7. 7. The brand following soon converted into brand
purchasing if marketing strategies would be
designed according to consumer’s expectations.
8. Also there’s a gap between consumer
expectations and actual delivery due to this
some are not happy with this.
9. And in the last, brand pages do not respond
quickly to the issues raised by the consumers.
research study on effectiveness of social
media as a marketing tool

8. CONCLUSION
1. Unlike traditional marketing, social media
marketing is more effective as it provide the
pool of opportunities.
2. People trust more on the word created by their
friends and peer group on social media.
3. Reaches the Required audience quickly by
creating the buzz.
research study on effectiveness of social
media as a marketing tool

9. 4. As everything done online so it helps to lower the
cost of promotional marketing.
5. Businesses today are engaging more to the
customers than ever before and the base of this
engagement is high quality and relevant
information.
6. The medium is growing very fast but still there’s
something missing…
so it’s time for the companies to make effective
strategies to win larger share of business through
this revolutionary medium
research study on effectiveness of social
media as a marketing tool

10. RECOMMENDATIONS
To fill the gap :
1. Provide the exact Content that your Visitors
Want.
2. Respond to the complaints quickly.
3. Meet the expectations of your customers by
providing them high quality product.
4. Ensure you follow-up all these.
research study on effectiveness of social
media as a marketing tool

11. REFERENCES
1. ABU BASHAR
2. IRSHAD AHMAD
3. MOHAMMAD WASIQ
research study on effectiveness of social
media as a marketing tool

12. research study on effectiveness of social
media as a marketing tool