1

Comparative Study of the application and impact

of social media on Commercial and NON-Commercial
Marketing in Pakistan

Supervisor:

Submitted by:

FATIMA JINNAH WOMEN UNIVERSITY

Content

Summary_________________________________________________ 3
Introduction_______________________________________________ 4
Gap before using social media________________________________ 5
Two important discoveries happened in the last decade of the 1800s

Research question__________________________________________ 6
Significance of the study_____________________________________ 6
Scope of research___________________________________________ 6
Research objective__________________________________________ 7
Literature Review___________________________________________ 8
Hypotheses________________________________________________ 8
Research instrument ________________________________________ 8
Research design and Methodology____________________________ 9
Collection of secondary data
Collection of primary data

Analysis of tool_____________________________________________ 9
Research method__________________________________________ 10
Work plan________________________________________________ 10
Data Collection tools_______________________________________ 10

FATIMA JINNAH WOMEN UNIVERSITY

Summary
This research report is comprehensive study of social media marketing with respect to
the different tools and strategies of promotion. The objective is to carry out comparative
analysis of the marketing regarding social media and to study their application and
impact on targeting the society of Pakistan.
Our study has been divided into three phases; the first phase is collection of secondary
data, second phase is collection of primary data, and third phase is analysis of data.
The secondary data gather from journals, articles, internet and different reports from
different authors, books and source. We have also identified the major campaigns using
promotional strategies (Face book, YouTube, Twitter, and Yahoo) for the companies
within the Pakistan.
In the second phase we have collected primary data through self-completion
questionnaires and interviews and have analyzed this data. Comprises of the analysis
and interpretation of data started off by gathering data from different companies and
industries participating in promotion through social media. We also gather data from
students of different universities.

FATIMA JINNAH WOMEN UNIVERSITY

Introduction
Social media marketing refers to the process of gaining website traffic or attention
through social media sites.
Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it with their social networks. A
corporate message spreads from user to user and presumably resonates because it
appears to come from a trusted, third-party source, as opposed to the brand or
company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it
results in earned media rather than paid media.
Social media has become a platform that is easily accessible to anyone with internet
access. Increased communication for organizations fosters brand awareness and often,
improved customer service. Additionally, social media serves as a relatively inexpensive
platform for organizations to implement marketing campaigns.
Social networking websites allow individuals to interact with one another and build
relationships.

FATIMA JINNAH WOMEN UNIVERSITY

Gap before using social media:

The earliest methods of communicating across great distances used written

correspondence delivered by hand from one person to another. In other words, letters.
The earliest form of postal service dates back to 550 B.C., and this primitive delivery
system would become more widespread and streamlined in future centuries.

In 1792, the telegraph was invented. This allowed messages to be delivered over a long
distance far faster than a horse and rider could carry them. Although telegraph
messages were short, they were a revolutionary way to convey news and information.
Although no longer popular outside of drive-through banking, the pneumatic post,
developed in 1865, created another way for letters to be delivered quickly between
recipients. A pneumatic post utilizes underground pressurized air tubes to carry
capsules from one area to another.

Two important discoveries happened in the last decade of the

1800s:
The telephone in 1890 and the radio in 1891.Both technologies are still in use today,
although the modern versions are much more sophisticated than their predecessors.
Telephone lines and radio signals enabled people to communicate across great
distances instantaneously, something that mankind had never experienced before

FATIMA JINNAH WOMEN UNIVERSITY

Technology began to change very rapidly in the 20th Century. After the first super
computers were created in the 1940s, scientists and engineers began to develop ways
to create networks between those computers, and this would later lead to the birth of
the Internet.

The earliest forms of the Internet, such as CompuServe, were developed in the 1960s.
Primitive forms of email were also developed during this time. By the 70s, networking
technology had improved, and 1979s UseNet allowed users to communicate through a
virtual newsletter.
By the 1980s, home computers were becoming more common and social media was
becoming more sophisticated. Internet relay chats, or IRCs, were first used in 1988 and
continued to be popular well into the 1990s.
The first recognizable social media site, Six Degrees, was created in 1997. It enabled
users to upload a profile and make friends with other users. In 1999, the first blogging
sites became popular, creating a social media sensation thats still popular today.

Research question:
Comparative Study of the application and impact of social media on Commercial and
NON-Commercial Marketing in Pakistan

Significance of the study:

Using social media for marketing can enable small business looking to further their
reach to more customers. Your customers are interacting with brands through social
media; therefore, having a strong social media presence on the web is the key to tap
into their interest. If implemented correctly, marketing with social media can bring
remarkable success to your business.

FATIMA JINNAH WOMEN UNIVERSITY

Scope of research:
In recent years, many companies have incorporated social element in their marketing
campaigns and have made corporate responsibility a main pillar of their businesses. A
direct and in fact positive relationship has been seen amongst CSR campaigns and
consumer attitude, perception and behavior.
One dimension of this corporate social responsibility is cause- related Marketing.
According to Bronn and Vrioni (2001), cause-related marketing is defined as practice in
which marketing activities are implemented such that they contribute a specific amount
to designated nonprofit efforts. Since in todays age, most of products and services have
similar features and they market themselves on similar grounds with almost the same
prices and quality, companies use cause marketing tool to differentiate themselves from
others. This differentiation can be achieved through cause-related marketing activities
that are communicated to consumers through advertising, packaging or other forms of
promotion.
Nowadays, consumers are showered with all kinds of advertisements from numerous
sources and through all different kind of media. Social media is the way which
companies can be advertises their product and services effectively and efficiently.

Research objective:
For the study, we have drawn a set of aims and objectives which will establish the
scope of our project. The aims and objective of this study are as follow:

1. To analyze the application of social media on commercial and non commercial

cause of marketing in Pakistan.
2. To carry out a comparison of the different sorts of promotions used in marketing.
3. To establish the effectiveness of different strategies using social media related to
marketing.
4. To study the impact of these strategies on different ages and biographical
environment in Pakistan.
FATIMA JINNAH WOMEN UNIVERSITY

5. To help firms in the application of this sort of marketing more efficiently and
effectiveness.

Literature Review:
Starting off with an overview of social marketing, according to (Williamson,pg.2) cause
related marketing is defined as a commercial activity by which businesses and charities
or cause from partnerships with one another to market an image, product or service
from mutual benefit . Cause-related marketing was started in 1983 by American
express as a national promotion to restore the statue of liberty. For every new account
opened and every card used by customers, the bank donated S1.7 million for the
renovation plan. By doing so American express pioneered social marketing it had
become one of the fastest growing tools for advertising, improving corporate and brand
image as well as customers and employee loyalty. Moreover these types of activities
are allowing customers to bring new paradigms to the brands they are loyal to by
expecting certain activities from businesses in almost any field. Furthermore 83 of
consumers, and 90 of employees, are of the opinion that if the company that they are
loyal to is supporting a cause that they care about, then they would hold a more positive
of that brand or company. Hence social marketing helps in greatly improving the
company as well as the brand image. It is also important to realize all the different
mediums with which awareness can be created.

FATIMA JINNAH WOMEN UNIVERSITY

In recent year, many companies have incorporated social elements in their marketing
campaigns and have made corporate social responsibility a main pillar of their
businesses (koning, M. 2011) A direct and in fact positive relationship has been seen
amongst social media campaigns and consumer attitude perception and behavior . One
dimension of this corporate social responsibility is social media marketing. According to
bronn and vrioni (2001) social media marketing is defined as a practice in which
marketing activities are implemented such that the contribute a specific amount to a
designated nonprofit effort. Since in todays age, most of the products and services
have similar features and them marketing as a tool to differentiate them from other. This
differentiation can be achieved through social marketing activities that are
communicated to consumer though either advertising, packaging, or other forms of
promotions.
Nowadays, consumers are showered with all kind of advertisements from numerous
sources and through all different kinds of media. This why striving to increase the
effectiveness of their advertising messages has become such a grave concern for
companies. Such advertisements come under Above-The-Line promotion and for our
study; we can see that this bombardment on consumers is one reason why the impact,
effectiveness and importance of such messages is sometimes lost or has not come
across properly or has not met the accurate target market.
Many studies have been carried out and a lot of research has been done towards
improving the efficiency and increasing the effectiveness of advertising campaigns and
messages. It is said that attention should be given to not only contents of the messages
itself but also to the way that message is presented, as it can effect and influence the
judgments and decisions made by consumers (Orth et al.,2005; Smith 1996; Smith and
Petty, 1996; Zhang and Buda, 2000). There are two different ways in which messages
can be presented or framed; positive or negative. A message that framed in a positive
approach will put emphasis on the gains and benefits that the consumer may achieve
with the purchase and subsequent use of the product. Whereas negative framed
message will emphasis on the potential loss that the consumer may face incase is not
selected according konings , M. (2011), it is crucial to understand the effect of such
FATIMA JINNAH WOMEN UNIVERSITY

10

farming as it can be useful for marketers in getting most out of the persuasiveness of
their advertising messages. And similarly if we talk about social media related
marketing, for campaigns having a social message; the way in which information is
framed can be an essential signal for consumers (Grau and Folse, 2007)

THEORETICAL FRAMEWORK
This study includes two variables. Social media as independent variable
Commercial Non Commercial Marketing which are dependent variable.

Commercial
Marketing

Social Media
Non
Commercial
Marketing

FATIMA JINNAH WOMEN UNIVERSITY

11

Hypotheses:
Basically we want to use social media as independent variable and different companies
and customers are used as dependent variable.
H1: There is a positive relationship between Marketing and social media.
H2: There is a positive relationship between commercial and Non commercial
Marketing.

Research instrument:
In order to have a better understanding of the effectiveness of social marketing
campaigns, we will be employing primary and secondary data research methods. Our
study has been divided into three phases below is a description of what is going to be
involved in each of the phases

Research design and Methodology:

The comparative study would be exploratory research involving three phases

Phase 1: collection of secondary data:

In the phase we will be gathering our secondary sources such as journals, articles,
internet and different report from different authors.

Phase 2: collection of primary data:

The second phase involves adopting primary research methods for our research. The
tools we will be using to attain primary data are interviews, questionnaires and
experiments. We will distribute 100 questionnaires as sample. Well be running a test
marketing campaign within the premises of our university with the help of below the line
promotion and will monitor the change of opinion in the minds of people in our target
market through observation and questionnaires

FATIMA JINNAH WOMEN UNIVERSITY

12

Analysis of tool:
The entire data collected will be analyzed and assessed in this phase of our research
a comparative study of the impact of social media strategies will be compiled with the
aid of the collected data, helping us towards our and recommendations .

Research method:
The research process includes the gathering, and interpretation of the data .the analysis
process is covered in the third phase of our research design.
The analysis will include our finding as to which promotional strategies are successful in
marketing for social cause. We will be collecting data from the past five year of
campaigns that have used promotion strategies to target the society, this way we can
compare them at a better and more practical level.
In the past most marketers have focused on advertisement through T.V,RADIO,
BANNERS etc. when it comes to social marketing . We plan on conducting a test
market through the interviews; we will compare the results against to show each
strategys specific impact on commercial and non-commercial marketing. We will assess
the benefits associated with each promotional strategy to draw conclusions about with
of the strategies can be implemented more effectively.

Work plan:
Project timelines
Particulars

Synopsis
Supervision plan
Submission of Thesis draft
Presentation
FATIMA JINNAH WOMEN UNIVERSITY

Date
st

31 march 2014
18th April 2014
30th June 2014
14th to 25th July
2014

13

Data Collection tools:

Interviews and questionnaire will be used to gather information and visit different
companies like Moblink, efu insurance company, MCB, Muhammad Ali Jinnah
University, Islamic international university

REFERENCES
A. Belen del Rio, Rodolfo Vazquez, Victor Iglesias, The Role of the brand name in
obtaining differential advantages, Journal of product and brand Management, Vol.
10 NO. 7 2001, pp. 452-465
Aaker, D A , & Jacobson, R (1994) The financial information content of perceived
quality Journal of Marketing Research, 31(2), pp 191-201
Buzzell, Robert D and Gale, Bradley T "Market Perceived Quality: Key Strategic
Concept " Planning Review V 17 n2 p6 (11) March-ApriI1989
Chaudhuri, A (2002) How brand reputation affects the advertising brand equity link?
Journal of Advertising Research, 42(3), pp 33-43
Keller, K L (1998) Strategic brand management: Building, measuring and managing
brand equity London: Prentice Hall International
Parasuraman, A , Zeithaml, V A , Berry, L (1985), "A conceptual model of service quality
and its implications for future research", Journal of Marketing, Vol 49 No Fall, pp 4150

FATIMA JINNAH WOMEN UNIVERSITY

14

Pitta, D A , & Katsanis, L P (1995) Understanding brand equity for successful brand
extension Journal of Consumer Marketing, 12(4), 51
Rossiter & Percy (1987) Branding and Brand Equity.
Yoo, B , Donthu, N , & Lee, S (2000) An examination of selected marketing mix
elements and brand equity Journal of the Academy of Marketing Science, 28(2),
195-211
Zeithaml, V A (1988) Consumer perceptions of price, quality, and value: a means-end
model and synthesis of evidence Journal of Marketing, 52(July), pp 2-22
Social Media Marketing - WordStream
www.wordstream.com/social-media-marketing
Social Media Marketing | Salient Links
www.salientlinks.com/category/marketing.../social-media-marketing

Facebook Screws Social Media Marketers - Business Insider

www.businessinsider.com/facebook-screws-social-media-market..
Social Media Marketing Services and Consultancy at Brafton
www.brafton.com Our Marketing Services

matthew.collis@ixactcontact.com
Social Media Tookit - greenlining.org
www.greenlining.org

FATIMA JINNAH WOMEN UNIVERSITY