Data Analysis: Understanding Social Media Marketing and its Impact

This data analysis explores the usage, preferences, and beliefs of individuals regarding social media marketing. It highlights the benefits and potential of social media marketing in different scenarios, such as recession and target market selection. The findings emphasize the importance of Facebook and Instagram as effective marketing platforms.

DATA ANALYSIS

INTRODUCTION
MAIN BODY
Theme 1: Which gender do you identify with?
Particular Number of respondent Percentage of respondent
Female 25 50
Male 23 46
Other 2 4
Prefer not to say 0 0
Total 50 100
Interpretation: Understanding the data collected with the help of primary data collection
tool it has been understood that scholar has selected diversified sample base. As scholar has
selected respondent from all the gender, there are 25 male, 23 females and 2 other gender
respondents in survey. This has assisted the scholar in understanding the point of view of
different respondent belonging to different, hence it is very important as topic of the research is
very wast hence point of view of different category employee is generally required.

Theme 2: Which age group do you belong to?
Particular Number of respondent Percentage of respondent
18-25 18 36
26-30 4 8
31-35 21 42
36-40 4 8
Above 40 3 6
Prefer not to say 0 0
Total 50 100
Interpretation: After understanding and analysing above presented data it has been
understood that scholar has chosen respondents of all age group. This has eventually helped the
scholar in getting information and point of view of different age group individual. Out of 50, 18
belong to age group of 18-25, 4 belong to 26-35, 21 belong to 31-35, 4 belong to 36-40 and 3
belong to Above 40. Also, having individual of different age will assist the client in
understanding the difference of point of view of different age group customer in the market, it is
very important for business.

Theme 3: What is your highest education level?
Particular Number of respondent Percentage of respondent
Secondary 0 0
Diploma 0 0
Graduate 16 32
Postgraduate 26 52
Doctoral 8 16
Total 50 100
Interpretation: Above presented data shows that almost all the respondent from which
data has been collected belongs to three categories of education. Data shows that 26 individual
belong to category of post Graduate, 16 belong to Doctoral and 8 belong to category of Graduate.
This has assisted the scholar in understanding the point of view of different category individual.
As all the category or section individual used to use social media platform for different purpose
in real.
Theme 4: What is your occupation?
Particular
Number of
respondent Percentage of respondent
Job – specify business category 23 46

Own Business 25 50
Student 0 0
Unemployed 2 4
Total 50 100
Interpretation: Collected data help in understanding that most of the individual in
survey generally belong to two categories, job and own business. As it was identified that 25
respondents were having own business, 23 were having job in retail, medical and hospitality
sector and only 2 respondents were unemployed in the survey as well. This is very good sign for
the survey as it has been identified that there are variety of different sector respondent who will
pass on their point of view. This may complicate study at some extent but it will provide the clear
image to the scholar as well.
Theme 5: Which social media sites do you have accounts with?
Particular Number of respondent Percentage of respondent
Facebook 24 30
Twitter 20 25
Instagram 25 31.25
YouTube 21 26.25
Others( Please Name) 0 0

Interpretation: After going through the different data which has been collected by the
primary data collection tool it has been analysed that Facebook and Instagram are two platforms
on which almost all the respondent has their account. It has been analysed that out of the pool of
50 participants 24 has chosen Facebook, 25 has chosen Instagram and remaining one participant
has gone with the option of others in the survey. YouTube was chosen by 21 and twitter by 20
participants. There were respondent who has selected more than one option in the question. So
above presented data shows the number of respondent has selected the option and chart has been
presented in the same way.
Theme 6: Which media do you how often?
Particular Number of
respondent
Percentage of
respondent
Facebook 42 46
Instagram 36 40
Twitter 18 19
Others 4 5

Interpretation: After going through the different data which has been collected by the
primary data collection tool it has been analysed that Facebook and Instagram are two platforms
which can be used by the organization in the long run. It has been analysed that out of the pool of
50 participants 42 has chosen Facebook, 36 has chosen Instagram, 18 has gone with Twitter and
remaining one participant has gone with the option of others in the survey. At the same time, it
has to be also consider by the organization that they do not overlook the opinion of 18
respondent in a survey as well. As they have selected the alternative of twitter. Hence, respondent
has to consider the same as well.
Theme 7: What do you use social media for? Please place in order of which you use most, for
which purpose
Particular Number of respondent Percentage of respondent
Keeping in touch with friends and family 16 32
Buying and selling 16 32
Inspiration 25 50
News 12 24
To meet new friends 0 0
To find employment 8 16
Other (Please specify) 0 0
Total 50 100

Interpretation: Evaluating above presented data generally help in understanding that
there are variety of different reason for which participant used to use social media marketing in
organization. As there was no specific result which was supported by different participant. As 16
has chosen To keep in touch with friends and family their first priority, 16 participant has
selected Buying and selling their first priority, 12 as selected news option and 8 to find
employment. This data clearly used to give idea that there are variety of the different type of
benefit which used to drive the individual to use social media platform in the market.
Theme 8: Is digital marketing through social media concept is understood by you?
Particular Number of
respondent
Percentage of
respondent
Yes 46 92
No 4 8
Total 50 100

Interpretation: After understanding the variety of the information collected from
different respondent in the survey it has been clearly understood that there is good sort of
understanding among different individual in term of Social media marketing. As it has been
understood that out of 50 participant pool 46 were with the opinion of yes in the survey. On the
same note 4 were against the same. This will good for the study as researcher is able to collect
good amount of efficient and effective data, so that on the basis of same outcome of the survey
can be find out easily. Also outcome of the research will be more effective and efficient.
Theme 9: At the time of using Social media, Is you believe on different advertisement prompted
on platform?
Particular Number of respondent Percentage of respondent
Yes 42 84
No 8 16
Total 50 100

Interpretation: Social media platform is one of the best marketing platform which can
be adopted by the organization to advertise the product of the company in front of the other in
the market. As out of the data which has been collected with the help of the primary data
collection tool i.e. survey, it has been identified that out of 50 individual pool 42 participant has
gone with the alternative of yes in the market, at the same time only 8 participant in the survey
has gone with the option of No in the survey. This ultimately shows that respondent of different
gender and age generally used to trust the advertisement which are generally prompted on the
social media platform of the participant.
Theme 10: Do you think with the help of Social media marketing you are able to get touch with
company more efficiently?
Particular Number of respondent Percentage of respondent
Yes 36 72
No 14 28
Total 50 100

Interpretation: Collecting data as a part of primary data analysis purpose it has been
understood that Social media marketing in the market is one of the prime reason which generally
used to help the participant to get in touch with the company in more effective and efficient way.
Collected data in the survey shows that out of 50 individual pool 36 participant has gone with the
option of yes in the survey, 14 has selected the alternative of No in the survey. This shows that
Social media marketing generally help company in increasing market share in market as
consumer are able to get in touch with the respondent in the better and efficient way.
Theme 11: In the tough time (like recession, financial crises) you will believe on social media
marketing or not?
Particular Number of respondent Percentage of respondent
Yes 38 76
No 12 24
Total 50 100

Interpretation: Social media platform can be classified as better marketing platform
which can be adopted by the organization to manage the impact of recession in the economic
downfall. As out of the data which has been collected by survey as a part of primary data
collection tool. It has been understood that out of 50 individual pool 38 participant has gone with
the alternative of yes in the market, at the same time only 12 participants in the survey has gone
with the option of No in the survey. Hence, opinion of 38 respondents are good enough for the
participant to make this sort of decision in the survey in efficient way.
Theme 12: In future if you will start a SMEs will you chose social media marketing as a
marketing tool. If yes, then please chose the reason which will drive you?
Particular Number of respondent Percentage of respondent
Competition maintaining 4 8
Target market of company 8 16
Enhance working environment of company 2 4
All of Above 36 72
Total 50 100

Interpretation: Data collected with the help of primary data collection method shows
that out of 50 individual pool 36 of them has gone with the opinion of all the above option. These
certainly means that organization used to think that Social media marketing used to help the
company in competition maintaining, select target market of the company and also help in
enhancing the working environment of the company in the long run. Other than this number of
participant 8 participants has gone with the alternative of competition maintaining. 4 participants
has gone with the alternative of target market of company and 2 participant in the survey has
gone with the alternative of Enhance working environment in the company.
DISCUSSION
After going through the different data which has been collected with the help of primary
data collection tool it has been understand that there are variety of different outcome which has
been derived by scholar. Some of the discussion point and outcome is as follows:
Social media marketing is one of the best Digital marketing medium which can be used in the
organization. This statement has been passed on by the scholar by evaluating the primary data
which has been collected in the survey. As different data collected shows that almost all the
gender and age group individual used to use social media marketing in the organization. As
survey shows that there are individual who generally uses more than one type of social media
platform, so social media platform will be better option for the company to use. This is well

supported by the Author in the Literature review section as well. As author has highlighted that
social media marketing is one of the trending Digital marketing platforms in general. Author
highlights in Literature review unit that social media marketing used to open good sort of market
in front of the company, this is one of the important reason which used to assist the company in
improving the level of brand awareness in the market (Casagrande, 2018).
After that report goes on to highlights that there are more than one types of benefit which
will be seen by the organization by using social media marketing in the market. This is generally
passed on by the scholar by understanding outcome of the survey. As outcome of the survey
shows that all the individual generally used to use social media marketing for different purpose
and purpose of all the sector organization are very different in general. Author in Literature
review section highlights that social media marketing not only help the company in promoting
the product of the company, it also helps the company in understanding the customer to whom
the different product of the company need to be offered and how can be offered. As author
highlights that social media at the time of recession used to help the company in selecting the
target customer base of the company in easier way (Rizomyliotis, Konstantoulaki and
Kostopoulos, 2017). Author also highlights that Digital marketing can be defining as a sole saver
for different organization in the tough time such as recession also. This statement has been
passed on by the scholar by seeing the result of the question which has been asked by the scholar
in the survey. Hence from the survey and opinion of different author which has been pass on in
the survey, it is very much clear that social media marketing used to bring more than one type of
benefit for the organization, even in the tough times such as recession and economic slowdown.
After that analysing the survey outcome further has helped in understanding that
Facebook and Instagram platform is the best marketing platform which can be adopted by the
organization to manage the impact of recession at the workplace. As out of the data which has
been collected with the help of the primary data collection tool i.e. survey, it has been identified
that out of 50 individual pool 42 participant has gone with the alternative of yes in the market, at
the same time only 8 participants in the survey has gone with the option of no in the survey. This
is suggested or passed on by the author in the Literature review section of the report as well
(Hanlon, 2019). As author highlights that there are variety of different sort of the benefit which is
seen by the organization due to using this two platform as a prime platform to carry out different
activity in the organization (Islami, Wahyuni and Tiara, 2020). Hence from the outcome it is

clear that Facebook and Instagram are the two type of the platform which can be used by the
organization. Outcome also used to explain the different benefit which will be seen by the
organization. Different benefit identified are Optimum utilization of resources, building brand
awareness in market and Increases market share in market. Hence from the outcome and point of
view of different author it is very much clear that Facebook and Instagram will be two of the
preferred social media platform for different organization (Rizomyliotis, Konstantoulaki and
Kostopoulos, 2017).
Looking at the positive impact of social media which will be seen by the SMEs even in
the tough time like recession it was understood that social media marketing in the recession
period used to help the company in saving their cost in the better and efficient way. This
significance was also highlighted by the different author in the Literature review unit of the
report as well. Looking at the data collected it was analysed that most of the respondent used to
believe the advertisement on social media platform in recession time as well (Kingsnorth, 2019).
So it is very much important for the business that they carry on with the social media marketing
in the tough time like recession as well. out of 50 respondent pool, 38 participants have gone
with the option of yes. At the same time looking at different option selection it was identified
that 12 participants have gone with the opinion of no in the survey. This was also highlighted by
the different author in the literature review section of the survey as well. As author highlights
that social media marketing used to help the company in saving the cost and even maintain their
composure in tough time. Hence, Social media marketing will be better option for the company
in different situation like recession as well.
After that report goes on to understand that there are variety of the negative impact which
may be seen by the organization as well. After going on the variety of the selection which has
been done by the different individual in the survey in regards of the same it has been identified
that Facebook and Instagram marketing in the organization does not guarantee the success for the
organization (Chaffey and Smith, 2017). As it has been identified that almost 80 percent of the
respondent were not sure about the information on platform as there are many fake news which
also used to govern on the different social media platform. This was also highlighted by the
Author in LR section. Not only that author also highlights the variety of different type of reason
as well such as not trustable, takes time, create negative image. Hence from all the variety of

different result and outcome are clear that there are variety of different impact which are also
seen by the organization in the long run as well.
There are more than one sorts of the benefit which will be seen by the different SMEs by
selecting social media marketing as a main marketing strategy of the company in the long run.
As data collected with the help of primary data collection method shows that out of 50 individual
pool 36 of them has gone with the opinion of all of the above option (Kannan, 2017). These
certainly means that organization used to think that Social media marketing used to help the
company in competition maintaining, select target market of the company and also help in
enhancing the working environment of the company in the long run. Other than this number of
participant 8 participants has gone with the alternative of competition maintaining. 4 participants
have gone with the alternative of target market of company and 2 participants in the survey has
gone with the alternative of Enhance working environment in the company. This eventually
shows that this type of marketing not only help the bigger organization but also used to help the
SMEs as well. This is passed on by asking the respondent to assume that they are opening new
business, pass on the reason which will drive them to adopt social media platform in the
organization.
From the data collected with the help of the primary data collection tool it can be said
that SMEs in the market generally used to see good amount of success in improving the goodwill
of the company in the long run. As it has been identified that data collected shows that out of the
total participant pool of 50 individual 45 participants has shown the interest toward the same in
the survey. At the same time only remaining 5 participants in the survey has shown the interest
against the same in the survey. So from the result it can be easily interpreted that Social media
marketing help SMEs in building good goodwill of the company in the market. This was also
explained by the author that good will be one of key part for SMEs to defend the challenges of
big organization and Social media marketing will help the company in providing the same as
well.
After that understanding the data in the better way and interpreting the same with the Literature
review section as well provided with the learning that Selecting multiple social media platform is
the best platform which has been highlighted by the survey. As collected data with the help of
the primary data collection tool it has been analysed that there are variety of individual who has

gone with the option of more than one type of social media platform which is used by them on
regular basis (Chaffey, 2019). This outcome was also highlighted by the Author in the Literature
review section of the report. Collected data shows that 42 has chosen Facebook, out of total
individual who has chosen the option of Facebook 36 has chosen Instagram, 18 has gone with
Twitter. Hence just looking at one or two type of social media platform will be not that beneficial
for the organization. They have to make sure that they used to consider the opinion of all the
different individual in the survey. For the same reason it has been recommended to the
organization that they do not overlook the opinion of 18 respondents in a survey as well. Hence
from the discussion which has been done it is very much clear that they used to consider using
more than one type of social media platform to promote the product of the company in the better
and efficient way in front of the other in the market.

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