Study of social media consumption habits and its impact on branding and promotional activities of the corporates
In partial fulfillment of the requirements of
the Summer Internship of
Master of Management Studies
Institute of Management Studies & Research
under the guidance of
This is to certify that Mr. , a student of Institute of Mangement Studies & Research, of MMS bearing Roll No. and specializing in Marketing has successfully completed the project titled
“Study of social media consumption habits and its impact on branding and promotional activities of the corporates”
under the guidance of Prof. in partial fulfillment of the requirement of Master In Management Studies & Research by Rizvi Institute of Management Studies & Research for the academic year 2011 – 2013.
Academic Coordinator Director
There is no one person responsible behind a successful experience. There is always someone at every stage without which an achievement can never be possible. There have been people without the help of whom, this project would not have been possible. And hence, I take this opportunity to thank all of them with utmost gratitude.
First of all, I would like to thank the person who inspires me be alive, my mother, Mrs. , my guide who help me throughout the project, Prof. . My director, Prof. , who has been a constant motivator all throughtout.
Prof. Chetan Kadam, Prof. , Prof. , Prof. & all my marketing classmates, all of whom has always been there whenever I was in need of them. And few of my best friends –
Chapter 1. History of Social media1
Chapter 2. SWOT analysis of Social media30
Chapter 3. Review of related literature34
Chapter 4. Research Methodology42
Chapter 5. Data analysis and interpretation46
Chapter 6. Major findings and conclusion70
Chapter 7. Annexure71
1. The History and Evolution of Social Media
This chapter gives a general idea about how social media has evolved the various forms of social media
Websites and their evolution over the years. The chapter includes following sub topics.
* Precursors to Social Media
* BBSs (Bulletin Board Systems)
* Online Services
* Early Social Networks
* Major Advances in Social Networking
* Other Major Social Networks
* Life streaming and Life casting
* Other Life streaming Sites
* The Evolution of Social Media
Social media has become an integral part of modern society.
There are general social networks with user bases larger than the population of most countries. There are niche sites for virtually every special interest out there. There are sites to share photos, videos, status updates, sites for meeting new people and sites to connect with old friends. It seems there are social solutions to just about every need. Precursors to Social Media
Usenet systems were first conceived of in 1979 by Tom Truscott and Jim Ellis. Usernets let users post articles or posts (referred to as “news”) to newsgroups. Usenets have no centralized server or dedicated administrator, setting them apart from most BBSs and forums. Usenets are mostly responsible for the development of newsreader clients, which are the precursor to RSS feed readers so commonly used to follow blogs and news sites today. Group sites such as Google Groups and Yahoo! Groups use many of the conventions established by the original usenet systems.
BBSs (Bulletin Board Systems)
The first BBSs came online in the late 70s. Originally these...