Social Media Marketing Effectiveness: Data Analysis and Report

This report presents an analysis of the relationship between social media marketing activities and brand value. It utilizes data from top global brands over a three-year period (2016-2018), focusing on the correlation between social media video content and brand value. The methodology includes descriptive and correlation analyses to determine if a relationship exists. The findings indicate a negative correlation between social media marketing efforts and brand value, suggesting that increased video content did not translate into a corresponding rise in brand value. The report concludes that while brand value increased during the period, this growth was attributed to factors other than social media marketing. Therefore, the alternative hypothesis, suggesting a positive relationship, was rejected. The report also discusses the implications for companies, suggesting that alternative marketing strategies may be more effective in enhancing brand value and market share.

Social Media marketing-
Data Analysis

Contents
Methodology....................................................................................................................................1
Data analysis................................................................................................................................1
REFERENCES................................................................................................................................6

Methodology
In recent times social media has been highly used by companies in advertising their
products. It has allowed them to target every segment of market as well as people. Therefore,
some amount of data is collected. In this it is to identify whether relationship exists between
activities and brand value or not (Hollensen and Raman, 2014). Research methodology refers to
collection of data from various sources in order to complete research. In present report the data
of top 10 global brand is collected to in order to identify the relationship between social media
and marketing activities on brand value is through analyzing videos. Therefore, for this the data
of 10 companies was collected and analysis was done. Also, the three year 2016, 2017 and 2018
data was gathered.
Data analysis
Descriptive analysis
Descriptives
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
BV2018 10 59189.00 150811.00 94708.6000 33738.66830
BV2017 10 47832.00 109470.00 79042.2000 22162.59152
BV2016 10 34002.00 145918.00 67662.3000 31661.39256
Valid N (listwise) 10
Interpretation - From the above descriptive analysis it can be stated that the mean refers
to average increase in brand value of companies in years. So, it can be interpreted that there is
rise in these values in every year. In 2016 it was 67662 that raised to 79042 in 2017 and 94708 in
2018. Therefore, it can be concluded that due to social media activities there has been rise in
brand value of companies in every year.
Regression
S E Df2 Df1 Sig. Adjusted R
square
2018 7.327 8 1 .782 -.114
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2017 5.503 8 1 .707 -.104
2016 10.025 8 1 .517 -.064
Interpretation- From the above table it can be stated that the significance value in 2016 was.517
which is greater than p= 0.05. it means that brand value in increasing but not due to marketing
activities. There are other factors due to which brand value has increased. there is negative
relationship between brand value and marketing activities. In 2016 the sig. value is .517 and
adjusted R square is -.064. this reflects negative relationship between videos and BV of
companies.
In 2017 the sig value is .707 which is greater than P=0.05 and R square is -.104.
therefore, it is also showing negative relationship between rise in brand value and social media
activities.
In 2018 sig value obtained is .782 that is greater than standards value of p 0.05. the R
square value is -.114. this shows that there is no relation between brand value and social media
activities.
Correlation
Correlations
BV2018 BV2017 BV2016 videos2018 videos2017
BV2018
Pearson Correlation 1 .881** .697* .100 .189
Sig. (2-tailed) .001 .025 .782 .601
N 10 10 10 10 10
BV2017
Pearson Correlation .881** 1 .757* -.185 -.136
Sig. (2-tailed) .001 .011 .608 .707
N 10 10 10 10 10
BV2016
Pearson Correlation .697* .757* 1 -.291 -.233
Sig. (2-tailed) .025 .011 .415 .518
N 10 10 10 10 10
videos2018
Pearson Correlation .100 -.185 -.291 1 .886**
Sig. (2-tailed) .782 .608 .415 .001
N 10 10 10 10 10
videos2017
Pearson Correlation .189 -.136 -.233 .886** 1
Sig. (2-tailed) .601 .707 .518 .001
N 10 10 10 10 10
2

videos2016
Pearson Correlation .224 -.120 -.233 .935** .973**
Sig. (2-tailed) .533 .742 .517 .000 .000
N 10 10 10 10 10
Correlations
videos2016
BV2018
Pearson Correlation .224
Sig. (2-tailed) .533
N 10
BV2017
Pearson Correlation -.120**
Sig. (2-tailed) .742
N 10
BV2016
Pearson Correlation -.233*
Sig. (2-tailed) .517
N 10
videos2018
Pearson Correlation .935
Sig. (2-tailed) .000
N 10
videos2017
Pearson Correlation .973
Sig. (2-tailed) .000
N 10
videos2016
Pearson Correlation 1
Sig. (2-tailed)
N 10
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Interpretation- The above table shows the correlation between BV and videos of 10 companies.
by interpreting data it can be stated that correlation is lowest in 2018 that is 1and in 2016 it is
negative. The relation between videos in 2016 is -.120. the value is rising in each year as it was
-.185 in 2018. There has been rise in number of videos but it has not resulted in rise in brand
value. Thus, alternative hypothesis is rejected that means there is relationship between social
media activities and brand value but in negative way. the sig. value is greater than 0.05. it is
highest in 2018 that is .881.
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From correlation it is analyse that there is no change in brand value of companies due to
videos. There is negative relationship between both variable. Brand value of companies is rising
but due to other factors like its image, quality, price, etc. it has been identified that advertising in
other sources is beneficial rather than on social media.
Discussion and findings
After analyzing the data it can be concluded that there is negative relationship between
social media marketing and rise in brand value of companies. Thus, alternative hypothesis is
rejected. From data it can be determined that there is rise in brand value of companies in each
year. But there are many other factors or activities due to which there is rise in market value of
companies (Scott, 2015). So, there is no role or influence of social media in promoting the
products or services of company and BV. In addition to this, by interpreting the data it is
concluded that there is increase in brand value of companies in every year. Along with rise in it,
the development of videos has increased as well. But there is no role of this in relation to BV.
This is the reason why companies are not able to gain competitive advantage in industry.
Organizations has increased the range of marketing in different markets by using various types of
social sites. Furthermore, it has involved in marketing their products on every networking site
available that are Facebook, Twitter, Instagram, etc. among them the mostly used tool is You
Tube.
Amazon and Apple are both companies that are leading in their respective industry. They
are effectively using social media marketing in promoting their brands. So, the result is their
market value has risen resulting in earning more profits (Felix, Rauschnabel and Hinsch, 2017).
The findings of data also describe that some companies brand value has decreased as well even if
there is increase in number of videos. On the other hand there is no change in market value.
From this it can be summarised that despite of efforts made by companies in promoting through
social media they is little growth in their market value. They are not able to develop a distinct
image in the market and minds of customers. even by using advance tools and equipment’s in
monitoring of SMM, companies are not able to convert customers. this is main reason why there
is downfall in share price of companies which is impacting on their growth.
From this it can be concluded that in spite of using social media in marketing of products
and services companies are not getting better results (Tuten and Solomon, 2017). They have to
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develop different strategies on how markets share and goodwill can be increased. Also, it can be
stated that social sites tools and equipment’s has been not effective. Companies are able to build
their image in in industry from other elements such as product quality, price, innovation, etc.
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REFERENCES
Books and journals
Felix, R., Rauschnabel, P.A. and Hinsch, C., (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Hollensen, S. and Raman, A., (2014). Social Media Marketing. Marketing Canada-Journal.
Scott, D.M., (2015). The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Tuten, T.L. and Solomon, M.R., (2017). Social media marketing. Sage.
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