The Impact of Social Networking to Influence Marketing through Product Reviews pot

This paper presents a survey based research from users and organizations for finding their views on the tagged based marketing on the social networking website Facebook.. Figure 6: Produ

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International Journal of Information and Communication Technology Research

http://www.esjournals.org

The Impact of Social Networking to Influence Marketing through

Product Reviews Faraz Farooq, Zohaib Jan SZABIST, Karachi

ABSTRACT

Online Social networking websites are very popular and have become a part of life These sites have made significant impact in the

individual’s life When analyzing the users’ scope of social networking, it can be concluded that the modern social communities

influence in individual’s private life, whereas the traditional networking or social communities is more interrelated to business circle

This change has undoubtedly offered many firms an opportunity to target this new medium for marketing In Pakistan, marketing on

social networks is not taken seriously There are some companies who have shown interest and have created their presence yet they

are not focusing seriously If this medium is explored intelligently then the social network medium has a potential to provide many

new ways to market the audience with the help of registered users indirectly, without knowing them Social Network (Facebook) has

provided many tools for marketing purpose like groups, events, social ads These all are widely used and entertaining the enterprise

organizations by all means; however these all have some limitations Tagged based marketing on the Facebook is a new concept

inspired from the tag facility provided by Facebook If this strategy is implemented then this would be helpful for organization in

terms of targeting audience, developing trust of the product among consumer, increase clientele etc This paper presents a survey

based research from users and organizations for finding their views on the tagged based marketing on the social networking website

(Facebook) The survey consists of two questionnaires each for user and organization this survey helps in understanding the reason

why the tagged based marketing is not successfully implanted in Pakistan, what are the barriers and what steps could be taken to

make it effective for organizations

Keywords: Marketing on Social Networks, Tagged Based Marketing

1 INTRODUCTION

Online Social networking websites such as Twitter,

Facebook, and MySpace etc have made a significant impact on

individuals’ life This social network has also made large

impact on how internet users communicate, share their data,

creating and maintaining their profile, and establishing links

with their friends These links or connections among

individuals have shown some level of trust among themselves

which has helped the online social network to grow very

quickly in recent years

People nowadays prefer spending more time in

gossiping, playing games, browsing friend’s profiles and

chatting with their friends on social networking sites rather than

physically meeting Success of the online social networks with

growing trends has allowed organizations to penetrate this new

domain for marketing their products Many social networks

allow companies to market their product through different tools

provided by them

Facebook is the most successful online social network

with more than 5 Million users and the population is increasing

every now and then With this success it has opened a debate

for many organizations to how to penetrate the new domain?

How companies can offer products to the users through social

networking website? How company can target their audience

via social networks

Facebook has offered many marketing tools for the

companies to target their audience like creating groups, pages,

social ads yet in Pakistan the way it can be used for marketing

has not be explored by most of the organizations The basic

purpose of this research is to find the reasons of not using Facebook platform for marketing The research will be conducted from users as well organizations through offline survey

The organization of this paper is as firstly literature review is done Section 3 describes the platform of study i.e

Facebook containing the reason of choosing Facebook for my study, marketing on Facebook and benefit of using tagged based marketing over other tools Research Methods is described in Section 4 describing about the survey instruments and participants of survey Section 5 is the results of the survey conducted from users and organization is described The findings from the results are described in the conclusion section Future Implications are described in section 7followed

by References, Annexure, List of Figures and Abbreviations

2 LITERATURE REVIEW

The literature review in my study has been categorized in three aspects:

2.1 Influential in Buying

Influence of any person close to an individual has some impact

on his life and this influence can also be seen in decision making, either it is of choosing any house hold item, selecting a career or anything else

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In [19], the researcher has discussed that purchasing

decisions are strongly influenced due to trust among people and

also if people know each other Many online shoppers wait for

opinions about the product before purchasing anything

E-commerce companies convinces people to give feedback of the

products by writing reviews, rating etc some e-commerce

companies have also started to use online social marketing after

analyzing the effect on the sales due to this activity

Similarly in [20] the researcher has examined about

the influential factor of friends in the user behavior in social

networks, by doing the survey research on one of the big social

networking website in Korea named “Cyworld” Further the

researcher also examined the impact of this social influence in

terms of increase in the sales and revenue

Analyzing the user behavior on the internet is one of

the most critical factors that help in making the website

successful Nowadays mostly companies are emphasizing on

UI and are spending extra effort and time for creating an

attractive user interface of the websites In [12] the researcher

has emphasized organization to understand the user behavior

when they login to the social networking website

Understanding user behavior would help organization in

evaluating the design and performance of the website; this

could help in placement of the advertising on the website for

better visibility with no annoyance to users

2.2 Marketing Strategies

Every company either its small, medium or large

enterprise have their objectives, goals and plans For achieving

their goals, these companies do have to adopt some strategies

or techniques Most successful companies strictly follow their

objectives, goals for their survival In new era internet has

become a basic element in individual’s life and many

companies are focusing the internet for marketing their

products Some of the optimal strategies are described in the

paper [16] In this paper the researcher has described about the

intelligent selling strategies that could be applied on social

networks for influential marketing and alsoemphasizes that for

increase sales, seller should provide benefits to their potential

buyers

[4] Has described how the small and medium sized

enterprises in the Indonesia have used the social networking

sites for promoting their sales The researcher also described

the major problems of SME in Indonesia The researcher also

suggests that Facebook could be the solution for SMEs for

expanding their business

In the paper [14] the researcher has described the

effects of Word of mouth marketing in increasing the user

growth on the social networking website Further researcher

also describes that WOM are more appealing and provide quick

response rather than the traditional advertising marketing The

researcher has also compared the traditional marketing with the

WOM over social networking websites by doing empirical

research on online internet website According to the results,

WOM is two times more effective than radio marketing, four

times more than personal selling and seven times more than print advertising

2.3 Privacy Issues

Privacy concern among internet users is the major barrier in the success of the e-commerce and social networking websites Though large companies like Amazon, eBay, Facebook have taken measures in making the users information private but somehow they cannot guarantee 100% privacy In [14] researcher has described about the privacy issues in the online social networking websites In social networking sites, privacy is the main concern among users Current social network platforms don’t provide any mechanism to control the information leakage of user’s personal information

The researcher also described that the most needed privacy on the social networking sites are profile privacy, application privacy and newsfeed privacy The researcher has also proposed the modifications in the existing privacy platforms that help user sharing their information with the third party applications

3 THE PLATFORM IN OUR STUDY

This chapter contains the history and features of the Facebook

Further this section also contains the answer of some questions

3.1 Facebook

Facebook is the social networking website founded by Mark Zukerberg with his college and roommates in 2004 In

2012, Facebook is top ranked website with more than 500 Million users worldwide and the population is increasing day

by day Facebook is one of the popular websites in this new era and it is believed that there are hardly any internet users who don’t have a Facebook account

3.2 Why I choose Facebook as my platform of study?

When we talk about the Social networking websites, the first website that comes in our mind is the Facebook This doesn’t mean that there is no other social networking website in the world There are several other websites that are also popular, these websites include Orkut, Hi5, Flicker, Bebo, Twitter, Google plus, Linkedin etc When comparing these websites with Facebook the results stats that Facebook has no real competitor in terms of registered members

In Pakistan, Facebook is growing very rapidly and according to the statistics the number of Facebook users in Pakistan has increased from 6 Million This figure assures that Facebook is very much popular in Pakistan It is observed that most of the people do use or open Facebook while doing busiest work on internet.This was the major reason for choosing the Facebook as my platform of study

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marketing?

Nowadays competition among the organizations has

increased so much that they are looking for every opportunity

to survive their existence in the global world Few years back,

concept of internet marketing was not common among

enterprises, but today even small sized companies do have their

own website Internet marketing has explored many new

techniques of marketing their products Marketing on social

networking is also one of them

With the increase use of social networking website

(Facebook) in Pakistan, it has opened a path for the

organizations to use and explore the new domain for the

products Marketing on social networking website (Facebook)

is different from the internet marketing

With the discussion above it can be concluded that the

Facebook is the new era domain that is very popular among

people Mostly individuals spend their most of time using

Facebook and have created their own social world Soif the

client oriented organizations need to grow and increase

clientele they have to penetrate into this new domain This

could help the company in establishing trust of their brands in

consumers and is less costly than other traditional marketing

techniques.With the increase growth of member on social

media Facebook, if it could be said that future marketing would

be social network marketing then itwon’t be wrong

3.4 Why Tagged based Marketing instead of other

marketing tools?

Facebook has provided many tools for the small and

medium sized enterprise organizations for marketing their

products and increase clientele using Facebook as a domain

Just like creating groups, events, Profile pages etc yet they all

have certain limitations

i) Profile Page

For penetrating any domain, the basic thing is to establish your

existence Profile pages are the entry point for any organization

to show their presence on Facebook The profile page is just a

page containing your information On profile page the

organization can share the promo picture, videos, introduce

new brands to target the audience

ii) Groups

Groups are the most simplest and the oldest way for marketing

your company or any brand on Facebook Groups allow the

organization to create a place for customers and friends so that

they can participate in the discussions on the Facebook

Groups are mostly used for viral marketing There are some

limitations in using groups

• Groups are just like private chat rooms, only the persons

added to the group can participate in the activities

• Group does not support large number of members

• Groups doesn’t allow the integration with other Facebook Application

iii) Events

Facebook events is the application mostly used by organization

to promote their events, product launches etc when you create

an event that means you are creating a page which is similar to the groups in which you can start discussions, share photos, videos and links

iv) Facebook Pages

Facebook pages are a way for the many organizations to create their presence on Facebook Facebook pages are like groups with some differences

• Facebook pages allow organizations to integrate their page with other applications to extend their functionality and analyze the user presence

• Facebook pages also support the News Feed, which indirectly invites Friends of your page fan, to become the member

Tagged based Marketing

Tagged based marketing is the extension of the Facebook pages This strategy will be helpful for the company

to market their product, brand Tagged based marketing allows the organization to tag the feedback of the product to their customer Once the tag has been done then this tag will then be visible to the Friend List of the customer in the News Feed The benefit of the tag based marketing is: Suppose an organization take feedback of any product from the consumer and with his/her permission the feedback is tagged on the consumer profile This tag will now be visible in the News Feed of the Friend List of the consumer, which helps in the influential marketing; trust of the product will be increased in the consumer circle by consumer’s influence This is the indirect marketing that the organization would be doing with low cost

as compared to the other marketing domain The major benefit

of this marketing is the trust of the product which is very important in today competitive market

4 RESEARCH METHODS

This paper focuses on the product review of customers

on social networking website to promote marketing and uses quantitative research methodology To help understand the users and organizations behavior, a survey is being conducted from social network users and organizations The survey consists of separate questionnaires for users and the organization

Users’ survey consists of questionnaire focusing on the views about the sharing of their purchase information,

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International Journal of Information and Commun

privacy concerns, the influence of others on their purchasing

decision and views about the marketing on the social network

websites

Organization survey consists of questionnaires

focusing on the view about the marketing on the Facebook,

customers’ feedback for the products, advantage and barriers

for this domain

4.1 Survey Instrument

Our survey instrument is derived from the thorough study of

the research papers related to social network, word of mouth

marketing , internet marketing The questions are related with

influential factor in purchasing, internet marketing, using social

network for marketing domain, sharing purchase information

on the internet We did an offline survey, because offline

survey helps in getting the reliable response from the members

4.2 Participants

In our survey we have two types of participants, users and

organizations Therefore our survey consist

questionnaire Both questionnaires contains small ratio of the

similar questions and majority of the questions in the survey are

different The age group of participants of both the surveys is in

between 20 to 40

In this survey we gathered the information from the students of

SZABIST Karachi, Bahria University Karachi and other

professionals working in industry The sample size of the

participants of this survey is hundred (100).Out of 100, 60% are

male and 40% are Female

In this survey we gathered the information from the

organizations representatives The sample size of the

participants of this survey is twenty (20)

5 RESULTS

In this section we will discuss the survey results

response got from the participants:

5.1 User

1 Before purchasing a product what would you prefer for

product’s review?

The purpose of this question is to know the user opinions about

the trustful medium for knowing the feedback of the products

before purchasing

privacy concerns, the influence of others on their purchasing

on the social network Organization survey consists of questionnaires

focusing on the view about the marketing on the Facebook,

customers’ feedback for the products, advantage and barriers

is derived from the thorough study of the research papers related to social network, word of mouth

marketing , internet marketing The questions are related with

influential factor in purchasing, internet marketing, using social

n, sharing purchase information

on the internet We did an offline survey, because offline

survey helps in getting the reliable response from the members

In our survey we have two types of participants, users and

our survey consist two types of questionnaire Both questionnaires contains small ratio of the

similar questions and majority of the questions in the survey are

different The age group of participants of both the surveys is in

In this survey we gathered the information from the students of

SZABIST Karachi, Bahria University Karachi and other

professionals working in industry The sample size of the

participants of this survey is hundred (100).Out of 100, 60% are

In this survey we gathered the information from the

organizations representatives The sample size of the

In this section we will discuss the survey results against the

Before purchasing a product what would you prefer for

The purpose of this question is to know the user opinions about

the trustful medium for knowing the feedback of the products

Figure 1: Preference for product’s review (U

2 For a product to buy, whom feedback will have greater influential factor?

This question was asked from users in order to get their opinion about which relation has the better influential

individual life before purchasing any product

Figure 2: Influential factor

3 Do you notice the social Ads displayed on social networking site?

The purpose of this question is to ask user whether they notice the different social advertisement of the companies when they login to the OSN websites Social Ads are extensively used by the organizations nowadays to target their customer

Figure 3: Noticing Social Ads (U

4 Are you influenced of products bought by

The idea of asking this question was to know whether people are influenced with the product purchased with the friends

13%

34%

43%

10%

73

8 0

20 40 60 80

20%

23%

18%

29%

10%

ication Technology Research

Figure 1: Preference for product’s review (U-Q2) For a product to buy, whom feedback will have greater

This question was asked from users in order to get their opinion about which relation has the better influential factor on the individual life before purchasing any product

Figure 2: Influential factor in buying a product(U-Q3)

Do you notice the social Ads displayed on social

The purpose of this question is to ask user whether they notice different social advertisement of the companies when they login to the OSN websites Social Ads are extensively used by the organizations nowadays to target their customer

Figure 3: Noticing Social Ads (U-Q4) Are you influenced of products bought by your friends?

The idea of asking this question was to know whether people are influenced with the product purchased with the friends

Seach Engine WOM Both None

23%

Always Most likely Likely Less Likely Never

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Figure 4: Influenced by friends (U

5 Do you feel concerned when organization asks your

private information like email addresses, cell phone

number for products feedback?

Figure 5: Feel concern when org: ask your personal information

(U-Q8)

6 For which type of product, tagged based marketing on

social networking sites will be effective?

Figure 6: Product Type suitable for Tagged based

(U-Q9)

In question 7 and 8 we asked user about whether they

allow the organization to use and share information for the

marketing campaign or revealing their purchase information on

Facebook the response we got were for Q6 are 39% peoples

responded with the option “depends on the product we buy”,

32% people responded with the “Never”, 13% responded with

“Often”, 10% with “Rarely” and 6% with “Always” For Q7

the response we got were 40% people responded that the

sharing of the purchase information will depends on the type of

item we buy, 24% responded with “Rarely”, 19% responded

14%

21%

40%

20%

5%

19 19 33

14

Most likely Likely Less Likely Never

23%

28%

43%

6%

Tangible Intangible Both None

Figure 4: Influenced by friends (U-Q5)

Do you feel concerned when organization asks your

email addresses, cell phone

Figure 5: Feel concern when org: ask your personal information

For which type of product, tagged based marketing on

social networking sites will be effective?

agged based Marketing

In question 7 and 8 we asked user about whether they

allow the organization to use and share information for the

marketing campaign or revealing their purchase information on

re for Q6 are 39% peoples responded with the option “depends on the product we buy”,

32% people responded with the “Never”, 13% responded with

“Often”, 10% with “Rarely” and 6% with “Always” For Q7

the response we got were 40% people responded that the

aring of the purchase information will depends on the type of

item we buy, 24% responded with “Rarely”, 19% responded

with “Never”, 13% responded with “Often” and 4% responded with “Always”

Figure 7: Allow using personal data for marketing (U

9 For which one of following reasons you generally untaggedany activity on social network?

The reason of asking this question was to be familiar with the user concerns about un-tagging any photos on Facebook 40%

responded that they don’t like tagging becaus current location 34% don’t like because of their social image

23% don’t like because it display their activities to their friends

Figure 1: Reasons for untag (U

The purpose of asking Q11 and 12 was to view about providing their feedback to the organizations for tagging and will they allow their friends to view their purchase information the responses for Q11 we got were; 32%

responded with “Often”, 31% responded with the “Depends on the product purchased”, 18% responded with “Rarely”, “14%”

responded with “Always” and “5% responded with “Never”

The response of Q17 we got from users were; 28%

responded with the option “Depends on the product

Most likely

Less Likely

Tangible Intangible

6

13

39

4

13

40

0 5 10 15 20 25 30 35 40 45

Always often Depends

Will you allow organization use and share your personal information for marketing campaign of the products?

Will you allow sharing (revealing) your purchase information on social networking website?

0 Because it reveals … Because it reveals …

To protect my social …

Other

with “Never”, 13% responded with “Often” and 4% responded

Figure 7: Allow using personal data for marketing (U-Q6, 7)

For which one of following reasons you generally untaggedany activity on social network?

reason of asking this question was to be familiar with the

tagging any photos on Facebook 40%

like tagging because it exposes their current location 34% don’t like because of their social image

23% don’t like because it display their activities to their

: Reasons for untag (U-Q10)

The purpose of asking Q11 and 12 was to know their view about providing their feedback to the organizations for tagging and will they allow their friends to view their purchase information the responses for Q11 we got were; 32%

responded with “Often”, 31% responded with the “Depends on duct purchased”, 18% responded with “Rarely”, “14%”

responded with “Always” and “5% responded with “Never”

The response of Q17 we got from users were; 28%

responded with the option “Depends on the product

10

32 40

24

40

Depends rarely never

Will you allow organization use and share your personal information for marketing campaign of the Will you allow sharing (revealing) your purchase information on social networking website?

40 23

34 3

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purchased”, 24% responded with “Often”, “20% respo

with “Never” and 18% responded with “Rarely”

Figure 2: Providing feedback to organization (U

The purpose of asking question 13 and 14 is to know the

user’s view about recommending the tagged based marketing

for organizations and will it beneficial than other marketing

strategies

The responses we got for Q13 were, 51% users agreedon

recommending tagged based marketing to organization, 33%

responded negatively, 16% responded with “don’t know”

The response of Q14 is 54% people agreed that Tagged

based marketing will be more beneficial that other internet

marketing strategies

Figure 3: recommending tagged based marketing to Org: (U

14)

14

18 5 10

0

5

10

15

20

25

30

35

Will you provide feedback If

organization asks you to provide

feedback of the product for tagging

on the social networking website?

Do you allow your social network

friends to view your purchase

information via tagging?

51

33

16

54

28

0

10

20

30

40

50

60

Do you recommend organizations to use tagged

based marketing on social networks?

If tagged based marketing is implemented than

will it be more beneficial than other internet

marketing strategies for viewing the products

review?

purchased”, 24% responded with “Often”, “20% responded

with “Never” and 18% responded with “Rarely”

: Providing feedback to organization (U-Q 11, 12)

The purpose of asking question 13 and 14 is to know the

user’s view about recommending the tagged based marketing

for organizations and will it beneficial than other marketing

The responses we got for Q13 were, 51% users agreedon

recommending tagged based marketing to organization, 33%

responded negatively, 16% responded with “don’t know”

Q14 is 54% people agreed that Tagged based marketing will be more beneficial that other internet

: recommending tagged based marketing to Org: (U-Q13,

5.2 Organization

1 Company existence on social networking websites?

The purpose of this question is to ask organization whether they have any fan page or any group in OSN that could be used for marketing purposes

Figure 4: company existence on social network

In Q2, 3 and 4 we asked organizations if they have their presence on social networking websites, are they using it for marketing purpose or they have just created for their existence,

do they take feedback of products and the response of consumers while asking for feedback

For Q2, the response for using social networking websites for marketing their products are 30% responded with

“Likely”, 20% responded with the “Always”, “Less Likely”

and “Never” each whereas 10% selected the “Never” opti For Q3, the participants responded for question about taking feedback from their customer, 35% responded with the

“Always”, 20% responded with the “Most likely” and “Likely”

each, 15% responded with the “Less likely” and 10%

responded with the “Often”

For Question 4, the response is: 42% responded with

“Most likely”, 32% responded with the “Likely”, 16%

responded with the “Less likely”, 11% responded with the

“Always”

Figure 5: combined figure of O

feedback of the product for tagging

on the social networking website?

Do you allow your social network

18

Don't know

Do you recommend organizations to use tagged

If tagged based marketing is implemented than

will it be more beneficial than other internet

marketing strategies for viewing the products

25 0

Yes

No Don’t know

20

0 0

10

0 0

30

0 0

20

0 0

20

0 0 0

20 40 60 80 100 120

social networking websites?

The purpose of this question is to ask organization whether they have any fan page or any group in OSN that could be used for

: company existence on social network website (O-Q1)

In Q2, 3 and 4 we asked organizations if they have their presence on social networking websites, are they using it for marketing purpose or they have just created for their existence,

do they take feedback of products and the response of nsumers while asking for feedback

For Q2, the response for using social networking websites for marketing their products are 30% responded with

“Likely”, 20% responded with the “Always”, “Less Likely”

and “Never” each whereas 10% selected the “Never” option

For Q3, the participants responded for question about taking feedback from their customer, 35% responded with the

“Always”, 20% responded with the “Most likely” and “Likely”

each, 15% responded with the “Less likely” and 10%

For Question 4, the response is: 42% responded with

“Most likely”, 32% responded with the “Likely”, 16%

responded with the “Less likely”, 11% responded with the

: combined figure of O-Q 2, 3 4)

75

0

35

0 0 11 0

20

0 0

42

0

20

0 0

32

0

15

0 0

16

0

10

0 0

Less Likely Likely Most likely Always

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5 If you use social networking websites for your product

marketing, what positive things you feel about this new

marketing dimension? Select all that apply.

The purpose of this question is to ask the organizations

if they are using the OSN website for marketing, what

they have seen terms of sales, profit etc 31% organization

responded that the marketing has help in analyzing target

audience, 27% responded with it helps in receiving quick

response, 16% responded with increased clientele, 9%

responded with increase profit, 8% responded with minimum

cost

Figure 6: Positive Things about Social Network

6 If you haven’t used social networking websites for

marketing, what are the reasons behind that? Select all

that apply

Figure 7: Purpose of not using social network marketing (O

Q6)

7 For reviewing a product to buy, whom feedback will

have greater influential factor?

0

5

10

15

20

25

30

35

16

15%

65%

Increase resources cost

Waste of time

Mostly don’t receive authentic user

Other

social networking websites for your product

marketing, what positive things you feel about this new

marketing dimension? Select all that apply

The purpose of this question is to ask the organizations

if they are using the OSN website for marketing, what benefits

they have seen terms of sales, profit etc 31% organization

responded that the marketing has help in analyzing target

audience, 27% responded with it helps in receiving quick

response, 16% responded with increased clientele, 9%

rease profit, 8% responded with minimum

Marketing (O-Q5)

If you haven’t used social networking websites for

marketing, what are the reasons behind that? Select all

: Purpose of not using social network marketing

(O-For reviewing a product to buy, whom feedback will

Figure 8: Influential Factor (O

8 Will your organization is ready for offering benefits for convincing consumers to give feedback of products?

Figure 9: Benefits to customer (O

9 Do tagged based marketing on social networks is beneficial for organizations?

Figure 10: Tagged based Marketing for org: (U

10 Should tagged based marketing be implemented by organizations in Pakistan?

Figure 11: Implementation of TBM in Pakistan (U

11 Marketing on social networking will increase overheads

of the organization including (changes in your existence

16 8

Mostly don’t receive authentic user

Friends colleagu…

business … stranger other

17 17 0

33%

17%

22%

11%

17%

0 20 40

Always Most

likely

0 Yes

No Don’t know

: Influential Factor (O-Q7) Will your organization is ready for offering benefits for convincing consumers to give feedback of products?

: Benefits to customer (O-Q8)

Do tagged based marketing on social networks is beneficial for organizations?

: Tagged based Marketing for org: (U-Q9)

Should tagged based marketing be implemented by organizations in Pakistan?

: Implementation of TBM in Pakistan (U-Q10)

networking will increase overheads

of the organization including (changes in your existence

25

42

35

15

0 Likely Less

Likely

Never

75 10

15

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database, hiring new resources etc.) Is your

organization ready for this?

The purpose of asking this question from organization is to

know whether the organization is serious in taking the

penetrating this domain and if that cost extra overhead, will the

organization is ready for it

Figure 12: Overheads for Organization (U

12 Does tagged based marketing on social networks will

affect the organization’s profit?

Figure 13: TBS in comparison to traditional marketing (U

13 How you quantify social influence in terms of

organization sales?

Figure 14: Social Influence for org: (U

14 Why tagged based marketing can be beneficial rather

than traditional marketing?

Yes

No

Not Yet

0

65%

10%

25%

Increase Profit Decrease Profit No effect

11%

73%

Increase sales drastically Increase sales gradually

No effect Decrease sales rapidly Not good for company

database, hiring new resources etc.) Is your

The purpose of asking this question from organization is to

n is serious in taking the penetrating this domain and if that cost extra overhead, will the

: Overheads for Organization (U-Q11)

Does tagged based marketing on social networks will

: TBS in comparison to traditional marketing (U-Q12)

How you quantify social influence in terms of

org: (U-Q13)

Why tagged based marketing can be beneficial rather

Figure 15: TBM Advantages over traditional marketing (U

15 In order to implement social network marketing if your organization is required to purchase a marketing tool provided by social networking website, will your organization will be ready to buy?

Figure 165: Purchasing Marketing Tool (U

16 For which type of product tagged based social networking sites will be effective?

Figure 17: product type beneficial for TBS (U

17 What could be barriers in Pakistan which the organizations have to face while m

that apply?

Figure 186: Barriers in Pakistan (U

18 Which goals you think will be achieved by marketing

on social networks?Select all that apply?

60 50 50

No effect

Increase sales Increase sales

Decrease sales rapidly Not good for company

14

48

0 20 40 60

Increase clientele

influential marketing

0 50 100

Yes 68

30 0

20 40 60

Tangible Intangible

17%

34%

21%

organization Privacy concerns among peoples

Lack of social network usage Lack of awareness in the people

over traditional marketing (U-Q14)

In order to implement social network marketing if organization is required to purchase a marketing tool provided by social networking website, will your organization will be ready to buy?

5: Purchasing Marketing Tool (U-Q16) For which type of product tagged based marketing on social networking sites will be effective?

: product type beneficial for TBS (U-Q18) What could be barriers in Pakistan which the organizations have to face while marketing? Select all

6: Barriers in Pakistan (U-Q15) Which goals you think will be achieved by marketing

networks?Select all that apply?

38

0 influential Minimum

cost

Other

No Depends

10

55

5 Intangible Both None

Trust among people and organization

Privacy concerns among peoples

Lack of social network usage Lack of awareness in the people

Trang 9

Figure 19: Goal Achieved by TBS (U-Q17)

6 CONCLUSION

The study reflects that with the increasing growth of

Social Networking websites, people opt to share more and more

information and this growth has open a way for the

organization to penetrate the new domain The research finding

consists of two phases: user and organization While

conducting survey from users, we found that most of the people

support marketing on Facebook, and more than 70% people

agreed that the friends have much influence in purchasing

(Refer Fig: 29) 51% people recommend organizations

tagged based marketing on Facebook and large population has

suggested it’s beneficial for organizations (Refer Fig: 30) For

tagged based marketing, providing feedback is very critical and

from the stats it can be seen that majority of the populati

already providing feedback to organizations, but most of them

are concerned about the revealing of their personal information

to others

The research finding from the organization suggests

that approx 75% of the organization have their presence on t

Facebook (Refer Fig: 31) but only 20% of them are seriously

using it for marketing(Refer Fig: 32).The finding further

suggests that currently around 35% organization take feedback

from their consumers (Refer Fig: 32),with reference of the

findings, the major reason behind this is mostly people don’t

provide feedback, and the large number of organizations are

thinking of providing some benefits to consumer to get

feedback most organizations that are doing marketing on

Facebook,defends their existence by describing that it’s helps

In influential marketing, helps analyzing target audience,

increases the trust of the product among consumers and also

increase the sales and profit Tagged based marketing is

supported by majority of organization and large popul

suggested that it should be implemented in Pakistan Around

50% of organization has also agreed to manage the overheads

but also suggest that privacy concern and trust among in

between the organization and users are some big barriers in

successful implementation of the tagged based marketing in

Pakistan

29

20 6 6

Increase sales growth

brand awareness

Increase customer …

Customer loyalty

Other

Q17)

The study reflects that with the increasing growth of

Social Networking websites, people opt to share more and more

information and this growth has open a way for the

organization to penetrate the new domain The research finding

er and organization While conducting survey from users, we found that most of the people

support marketing on Facebook, and more than 70% people

agreed that the friends have much influence in purchasing

(Refer Fig: 29) 51% people recommend organizations to use

tagged based marketing on Facebook and large population has

suggested it’s beneficial for organizations (Refer Fig: 30) For

tagged based marketing, providing feedback is very critical and

from the stats it can be seen that majority of the population is

already providing feedback to organizations, but most of them

are concerned about the revealing of their personal information

The research finding from the organization suggests

that approx 75% of the organization have their presence on the

Facebook (Refer Fig: 31) but only 20% of them are seriously

using it for marketing(Refer Fig: 32).The finding further

suggests that currently around 35% organization take feedback

from their consumers (Refer Fig: 32),with reference of the

major reason behind this is mostly people don’t

provide feedback, and the large number of organizations are

thinking of providing some benefits to consumer to get

feedback most organizations that are doing marketing on

describing that it’s helps

In influential marketing, helps analyzing target audience,

increases the trust of the product among consumers and also

increase the sales and profit Tagged based marketing is

supported by majority of organization and large population has

suggested that it should be implemented in Pakistan Around

50% of organization has also agreed to manage the overheads

but also suggest that privacy concern and trust among in

between the organization and users are some big barriers in

l implementation of the tagged based marketing in

Figure 20: Users’ Response for

Figure 21: Organization Response on their

Figure 22: Organizations R

Figure 23: Organization Response for TBM and its

7 FUTURE IMPLICATIONS

Since there are some limitations in the successful implementation of the tagged based marketing which we have discussed above, due to this we can propose a future implication A further study can be carried out in detail by

40

73

8 0

50 100

25 0

Yes

No Don’t know

0 20 40

20 10

30 20

35

15

51

33

16

54

28

0 10 20 30 40 50 60

Yes No Don't

know

esponse for Influence in Purchasing

esponse on their Existence on SN

Response on taking Feedback

esponse for TBM and its Benefits

FUTURE IMPLICATIONS

Since there are some limitations in the successful implementation of the tagged based marketing which we have discussed above, due to this we can propose a future implication A further study can be carried out in detail by

75

20 20 15 10

Use social networking websites for marketing?

Do you take feedback of products from consumers?

16 18

Don't know

Recommend organizations

to use TBM on social

networks?

Will it be beneficial to use TBS for product review

Trang 10

increasing the sample size of users and the organizations

Furthermore we can conduct an online survey and collect data

from people relating to different professions, age, demographic

locations which would help in collecting analyzing the data

more accurately The data analysis can also be performed by

different statistical processes In near future growth of internet

users and especially social network users will increase and

everything will be on social networks So we can conduct

another survey to identify the user views on removing the

heterogeneity of the social networks which will be helpful for

recruitment, surveillance, Medical or law and informant

agencies systems Furthermore a tool could be developed that

could integrate the Facebook application to generate statistical

results for the organizations

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