Data Interpretation of Social Media Marketing & Consumer Behavior

This report presents an analysis of primary data collected through an online survey questionnaire, focusing on social media marketing and consumer behavior. The study examines various aspects of internet usage, social media preferences, online shopping habits, and factors influencing consumer decisions. Key findings include the dominance of Facebook among social networks, the prevalence of online shopping for flight tickets and hotel bookings, and the preference for credit/debit cards as the primary payment method. The report also identifies factors discouraging online shopping, such as the inability to try products and distrust in e-commerce websites. The data provides insights into how companies can leverage social media for marketing purposes, considering consumer satisfaction and concerns.

Running head: DATA INTERPRETATION ASSIGNMENT
DATA INTERPRETATION ASSIGNMENT
Name of Student
Name of University
Author Note

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Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................4
Question 1:...................................................................................................................................4
Question 2:...................................................................................................................................5
Question 3:...................................................................................................................................6
Question 4:...................................................................................................................................9
Question 5:.................................................................................................................................10
Question 6:.................................................................................................................................11
Question 7:.................................................................................................................................12
Question 9:.................................................................................................................................14
Question 10:...............................................................................................................................15
Question 11:...............................................................................................................................16
Question 12:...............................................................................................................................18
Question 13:...............................................................................................................................19
Question 14:...............................................................................................................................20
Question 15:...............................................................................................................................21
Question 16:...............................................................................................................................23

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Question 17:...............................................................................................................................24
Question 18................................................................................................................................26
Conclusion.....................................................................................................................................28
Recommendations..........................................................................................................................30
References......................................................................................................................................31

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Introduction
Social media marketing is a tool that has been powering companies and brands to reach
more customers as consumers are increasingly spending more and more time online. It is a topic
which has drawn attention to much interest and research owing to the vast potential it poses for
business and developing business intelligence. Social media has not only empowered brands in
reaching out to more people but it has allowed consumers with knowledge and more options
making for stiff competition in the markets. This paper focuses on primary and secondary data to
present a study of how social media marketing has evolved and the opportunities it holds for the
future.
Discussion
The following are the results of the online survey questionnaire used to collect data for
the study.
Question 1:
What is your Gender?

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Figure 1
Table 1
The first question inquires about the gender of the respondent. It has been found that out
of the total 130 respondents 57.89% were female and 4.31% were males.
Question 2:
Tick the option that corresponds to your range of monthly household income.
Figure 2

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Table 2
34.62% of the respondents of the survey revealed that their monthly household income is
within 5000 Dhs, 16.15% of the respondents said that it is between 5000 Dhs and 10,000 Dhs,
15.38% of the respondents earn between 10,000 Dhs and 20,000 Dhs, 21.54% of the respondents
earn above 20,000 Dhs and the remaining 12.31% do not have a monthly income whatsoever.
Thus the modal class is the interval of monthly income of income being more than 0 and less
than equal to $5000 Dhs.
Question 3:
In a typical month, what do you most often use the internet for?

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Figure 3

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Table 3
The survey revealed that in a typical month the activity that the respondents used the
internet for the most was to send emails and purchase some products or services.80% of all
respondents listed sending emails as an activity they use the internet for in a typical month and
61.54% had listed purchasing some products as the same. Other activities listed by the
respondents were to keep in touch with friends at 57.69%, 54.62% selected getting directions as
a reason and 52.31% selected keeping up with current events as a reason. Instant messaging,
sharing photos and social networking, each were selected by 49.23% of the respondents. 36.15%
selected sharing videos as a reason for using social media, 26.92% selected reading other
people’s comments, blogs and news stories, 21.54% selected finding other people as a reason
and 10.77% selected making new friends. 6.15% selected starting new dating relationships and
7.69% selected all of the above mentioned reasons. 9.23% had selected others. The mode was
therefore “using emails” which has highest frequency.

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Question 4:
How long have you been an internet user?
Figure 4
Table 4
92.31% of the respondents of the online survey were found to have been users of the
internet for more than 5 years, 4.62% had been internet users for between two to five years,
2.31% were the same for less than two years and only 0.77% had been users for less than a year.
The mode is therefore greater than five.

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Question 5:
With what frequency do you use the internet?
Figure 5
Table 5
74.62% of the respondents of the online survey had responded that they use the internet
many times during the day, 14.62% of the respondents had responded that they used the internet
2 to 3 times during the day,7.69% of the respondents selected once a week that they used the
internet and 0.77% responded that they used the internet only once a month. The mode is
therefore “many times”.

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Question 6:
What is the average time that you spend on the internet?
Figure 6
Table 6
55.38% of the respondents of the survey revealed that they used the internet for a period
of between 1 to 5 hours a day, 27.69% revealed that they spent between 6 to 12 hours per day on
the internet, 10% revealed that they spent more than 12 hour a day on the internet and 6.92%
spent less than an hour per day. The mode is thus “between 1 to 5 hours per day”.

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Question 7:
List with numbers in order of importance to you, which social network do you use most
often? (Weighted average score of social networking sites used most often)
Table 7
The respondents were asked to rate social networks as per order of importance to them,
reflecting their usage of the networking sites. The weighted average of the scores for each of the
sites reveals that Facebook occupies the first position with 50.77% score, Instagram scored
11.54%, followed by Snapchat with 7.69% and twitter and Linkedin both having 4.62% score.
Question 8:
Do you search for additional information on the product or service after viewing a
marketing campaign about it on social media?