A Study On Content Marketing On Facebook

A STUDY ON CONTENT MARKETING ON FACEBOOK
Project Report Submitted by
NAMITHA GIRIJAN
Register No.: KH.BU.U3BBM14020
Under the Supervision and Guidance of
Ms. APARNA V.
in partial fulfillment of the requirement of
AMRITA VISHWA VIDYAPEETHAM
for the award of the degree of
BACHELOR OF BUSINESS MANAGEMENT
DEPARTMENT OF COMMERCE AND MANAGEMENT
AMRITA SCHOOL OF ARTS AND SCIENCES, KOCHI
May 2017
A STUDY ON CONTENT MARKETING ON
FACEBOOK
PROJECT WORK
Submitted by
NAMITHA GIRIJAN
in partial fulfillment of the award of the degree
of
BACHELOR OF BUSINESS MANAGEMENT
AMRITA SCHOOL OF ARTS AND SCIENCES,

KOCHI
AMRITA VISHWA VIDYAPEETHAM
May 2017
AMRITA SCHOOL OF ARTS AND SCIENCES
KOCHI
DEPARTMENT OF COMMERCE AND MANAGEMENT
PROJECT WORK
May 2017
This is to certify that the Project Work entitled
A STUDY ON CONTENT MARKETING ON

FACEBOOK
is the bonafide record of project work done by
NAMITHA GIRIJAN
of BBM during the year 2017
Ms. Aparna V. Dr. Sony Vijayan

(Project Guide) (Head of the Department)
Submitted for the Project Viva-Voce examination held on
Internal Examiner External Examiner

DECLARATION
I affirm that the Project Work titled “A STUDY ON

CONTENT MARKETING ON FACEBOOK” being submitted in
partial fulfillment for the award of BACHELOR OF BUSINESS
MANAGEMENT is the original work carried out by me. It has
not formed the part of any other project work submitted for award
of any degree or diploma, either in this or any other University.
NAMITHA GIRIJAN
I certify that the declaration made above by the candidate is true.
Ms. Aparna V.
Assistant Professor
i
ACKNOWLEDGEMENT
I thank The Almighty God for His grace and blessings, for I have
completed my project work successfully.
First of all, I would like to express my special thanks to Dr. U.
Krishnakumar, Director, ASAS-Kochi and Dr. Sony Vijayan, HOD,
Department of Commerce and Management, who gave me the golden
opportunity to do this wonderful project.
I take this opportunity to express my profound gratitude and deep
regards to my Project Guide, Ms. Aparna V. for her exemplary guidance,
monitoring and constant encouragement throughout the course of this project.
I am equally grateful to all the respondents who took part in the survey
conducted as part of this project. Without their cooperation this project would
have not have been possible.
Last but not the least, I would like to thank my parents and friends who
helped me a lot. Despite of their busy schedules, they gave me different ideas
in making this project unique.
Thanks to everyone who helped me.
Namitha Girijan
ii
TABLE OF CONTENTS
Sl.No. Topic Page No.
1 CHAPTER 1: Introduction 1
2 CHAPTER 2: Literature Review 6
3 CHAPTER 3: Industry Profile 11
4 CHAPTER 4: Company Profile 15
5 CHAPTER 5: Analysis and Interpretation 19
6 CHAPTER 6: Findings, Suggestions and Conclusion 43
Appendix 49
Bibliography 56
iii
LIST OF TABLES
Sl.No. Table Name of the Table Page
No. No.
1 5.1 Time at which the respondents usually are 19

online on Facebook
2 5.2 Method by which the respondents like 20
Facebook pages.
3 5.3 Reason why people like Facebook pages. 22
4 5.4 Kind of posts that people prefer. 23
5 5.5 Kind of content that people prefer to share with 24

others
6 5.6 People’s attitude towards posts related to 25
brands.
7 5.7 Repetition of posts as noticed by respondents. 26
8 5.8 Willingness to ‘like’ a post. 27
9 5.9 Frequency of response by page admins to 28

comments.
10 5.10 Willingness to tag a page in a status update. 29
11 5.11 Frequency of using trending hash tags. 30
12 5.12 Frequency of installing an app of the page. 31
13 5.13 Participation in promotional contests by a 32

page.
14 5.14 Preference towards valuable content vis-à-vis 33
advertisement.
15 5.15 Possibility for creating a positive impact on the 34
society through content marketing.
iv
16 5.16 Frequency of people’s contribution towards 35
content marketing.
17 5.17 Proportion of people who were/are 36
administrators of Facebook pages.
18 5.18 Preferred social media platform for content 37
marketing.
19 5.19 Preference towards different categories of 38
pages.
20 5.20 Tariff Rates on Facebook to boost posts 41
v
LIST OF CHARTS
Sl.No. Chart Name of the Chart Page
No. No.
1 5.1 Time at which the respondents usually are 20

online on Facebook
2 5.2 Method by which the respondents like 21
Facebook pages.
3 5.3 Reason why people like Facebook pages. 22
4 5.4 Kind of posts that people prefer. 23
5 5.5 Kind of content that people prefer to share with 24

others
6 5.6 People’s attitude towards posts related to 25
brands.
7 5.7 Repetition of posts as noticed by respondents. 26
8 5.8 Willingness to ‘like’ a post. 27
9 5.9 Frequency of response by page admins to 28

comments.
10 5.10 Willingness to tag a page in a status update. 29
11 5.11 Frequency of using trending hash tags. 30
12 5.12 Frequency of installing an app of the page. 31
13 5.13 Participation in promotional contests by a 32

page.
14 5.14 Preference towards valuable content vis-à-vis 33
advertisement.
15 5.15 Possibility for creating a positive impact on the 34
vi
16 5.16 Frequency of people’s contribution towards 35
content marketing.
17 5.17 Proportion of people who were/are 36
administrators of Facebook pages.
18 5.18 Preferred social media platform for content 37
marketing.
19 5.19 Preference towards different categories of 39
pages.
vii
CHAPTER 1
INTRODUCTION
1.1 Introduction to the Study
Content marketing is a device used by companies to educate, inform or

entertain customers or prospects by creating attention or causing
behaviour that results in leads, sales or advocacy. Social media is used
by customers and prospects to communicate among themselves, and
occasionally with companies.
Content marketing is more than advertising, it is all about showing

your customers who you are, rather than just telling them. It has
transformed the way business interacts with their customers. Since the
rise of social media, brands now have to become closer and more
communicative with their customers if they want their loyalty and trust
in return.
Simply broadcasting advertising messages is no longer the only

strategy available and it’s not advisable if your customer has made the
effort of including you in their ‘social’ circle. Today it is important to
give out advice, engaging stories and information that are of genuine
use or interest.
1
Whilst there are many companies still adjusting to the idea as well as
the effort required to create content, because they cannot always
quantify the ROI (Return on Investment) on the process. Here are some
reasons why content marketing is important.
 It builds a community of loyal customers.

 It makes the brand an authority.
 It helps in getting to know the customers
 Generation of content improves SEO (Search Engine
Optimisation)
 Content adds value
If we listen to a lot of the commentary about social media these days,

we are probably hearing a lot about how Facebook brand pages are
becoming more valuable for content marketing. The article ‘Convince
and Convert’ aptly articulates a number of reasons, with the most
essential point being that while brands may view their page as a
community, they are treating those pages more like a platform for
delivering marketing campaigns.
A strong strategy is needed to map what the audience is looking for, no

matter where they are, in the sales funnel. They are spending more
time researching before they reach out to buy, and brands can provide
the answers they need through content. Informative content like blogs
and info-graphics do wonders for early-stage brand awareness. When
prospects are getting ready to make a purchase, they will want more
immersive collateral such as whitepapers, eBooks or product videos.
Providing these resources sets brands apart from the competition.
2
Facebook is the channel where we like to share the fun side of CMI
(Count Me In). We use it to discuss news, events and as well as to
share exciting news and announcements on things that are happening
with CMI. We have a fun team, and this gives us all an opportunity to
showcase our personalities.
1.2 Statement of the Problem
This study aims at analysing the effectiveness of content marketing on

Facebook. Content marketing is an emerging marketing technique
about which majority of the people are unaware of. Social media is an
effective vehicle for content marketing since people spend a large part
of their day on social media. Facebook is considered as the most
effective tool for content marketing on social media because of its
distinct features and user-friendliness. By analysing the effectiveness
of content marketing, a wide range of opportunities are made available
to marketers, who will now invest more in content marketing.
1.3 Importance of the Study
In this 21st century, almost 80% people are using social media. During
a day a person spends most of his time on these social media. Hence,
they are playing an important role in our life. Through social media
businesses find a new marketing strategy. It has transformed the way
businesses interact with their customers. Due to the rise of social
media, brands will now have to become closer and more
communicative with their customers if they want their loyalty and trust
in return.
3
This study aims to find out how the brands are being promoted through
Facebook, how people are using it and the importance of brand pages
among customers. The w
Ay businesses
1.4 Objectives of the Study
The objectives of the study are as follows:
1. To understand the effectiveness of content marketing on

Facebook.
2. To know about the people’s preferences in content marketing.
3. To suggest solutions that can help content marketers to better
themselves.
1.5 Research Methodology
Both primary and secondary data are used for the study.
1. Primary Data
 An online survey was conducted among 120 Facebook
users.
 The sampling method chosen is Convenience sampling.
 There is an equal ratio of men and women respondents.
2. Secondary Data
 The secondary data is collected from various journals.
 The social networking websites are also used to gain an
insight.
 Various articles on the Internet are referred.
4
1.6 Scope of the Study
The study can be used by social media marketers to get a glimpse of

content marketing on Facebook. It helps them to devise methods to
make their content marketing effective. It also gives information about
the pitfalls to avoid with regard to content marketing.
1.7 Limitations of the Study
The study has the following limitations:
 The sampling method chosen was Convenience Sampling.

 Only the Facebook website was studied and lacked comparison
with the other social media websites.
 It’s difficult to generalise conclusions from 120 respondents.
1.8 Chapterisation
The study consists of the following chapters:
1. Chapter 1: Introduction
2. Chapter 2: Literature Review
3. Chapter 3: Industry Profile
4. Chapter 4: Company Profile
5. Chapter 5: Analysis and Interpretation
6. Chapter 6: Findings, Suggestions and Conclusions
5
CHAPTER 2
LITERATURE REVIEW
Content marketing is an advice used by companies to educate, inform

or entertain customers or prospects by creating attention or causing
behaviour that results in leads, sales or advocacy. Social media is used
by customers and prospects to communicate among themselves, and
occasionally with companies.
For a time, social media and content marketing may have seemed
interchangeable, but they are actually quite different. Though there can
be quite a bit of overlap, the easiest way to think about their
relationship is that content is needed to drive social media, while social
media is most essential during two key content marketing processes i.e.
listening to your audience to understand what they care about, so you
can create content, and distributing content.
While any organisation can use social media to listen and there is no
downside to that before we actively set up our social media presence,
what we need in place is a content hub, adequate resources to keep up
a consistent presence and a content plan.
There have been a number of research studies worldwide on the

different aspects of content marketing in social media. These
6
documents have helped in the successful conduct of our project. Some
of the major results obtained by researchers are as follows:
1. In a study titled ‘An Exploratory Study of Branded Social

Content and Consumer Engagement’ which was published
on 11 December 2014, says that social media channels are
being used, in which creative strategies/appeals are being used,
and how these channels and strategies relate to customer
engagement in branded social media. Past research has
suggested that brands should focus on maintaining social
presence across social channels with content that is fresh and
frequent and includes incentives for consumer participation.
This study confirmed the importance of frequent updates and
incentives for participation. In addition, several creative
strategies were associated with customer engagement,
specifically experiential, images, and exclusivity messages.
Despite the value of these creative approaches, most branded
social content can be categorised as functional.
2. In the study titled ‘Factors influencing popularity of branded

content in Facebook fan pages’ which was published in
European Management Journal in December 2014 says that a
conceptual model is developed to reflect the influence of the
content’s richness and time frame on the number of comments
and likes. An empirical analysis using multiple linear
regressions is conducted based on 164 Facebook posts gathered
from the fan pages of 5 Spanish travel agencies. Results
7
suggest that the richness of the content raises the impact of the
post in terms of likes. On the other hand, usage of images and a
proper publication time significantly influences the number of
comments, whereas the use of links may decrease this metric.
This study empirically contributes to the existing literature on
the management of marketing strategies for consumer
engagement in social networking sites.
3. The recent study conducted by Mathupayas Thongmark on

‘Engaging Facebook Users in Brand Pages: Different Posts
of Marketing Mix Information’ amends the social media
marketing literature by including the concept of marketing mix
along with uses and gratifications. It also combines likes,
comments, and shares to represent the post’s popularity. The
study provides some managerial implications for effectively
planning the content strategy to engage more fans or potential
customers in brand-fan pages.
4. A study published by Journal of Business Research on

‘Elements of strategic social media marketing: A holistic
framework’ published in January 2017 says that social media
marketing is an integral element of 21st century business.
However, the literature on social media marketing remains
fragmented and is focused on isolated issues, such as tactics for
effective communication. The current research applies a
qualitative, theory-building approach to develop a strategic
8
framework that articulates four generic dimensions of strategic
social media marketing. Social media marketing scope
represents a range from defenders to explorers. Social media
marketing culture includes the poles of conservatism and
modernism. Social media marketing structures fall between
hierarchies and networks, and the marketing governance ranges
from autocracy to anarchy. By providing a comprehensive
conceptualisation and definition of social media marketing, this
research proposes an integrative framework that expands
beyond extant marketing theory. Furthermore, managers can
apply the framework to position their organisations on these
four dimensions in a manner consistent with their overall
corporate mission and objectives.
5. In a study on ‘Evidence that user-generated content that

produces engagement increases purchase behaviour’
published by the Journal of Marketing Management said the
use of social media environments that enable customers to
engage with a brand publicly is of increasing interest to
marketers. In particular, contests in which consumers create
user-generated content (UGC) offer the potential of actively
engaging consumers with a brand and thereby directly affecting
consumer purchases. This research demonstrates that
prompting customers to create UGC that engages consumers in
actively thinking about or elaborating on a personal goal that is
relevant to a brand does affect actual buying decisions. It shows
that the impact of this engagement via content elaboration is
not accounted for by mere participation in the social media
9
activity or rewards offered to participants. The research adds to
the growing literature on the importance of consumer
engagement and actual purchase behaviours.
6. In a study on ‘Popularity of Brand posts on brand fan

pages: An investigation of the effects of Social Media
Marketing’ published by Lisette de Vries ,Sonja Gensler, Peter
S H Leeflang said that social media outlets constitute excellent
vehicles for fostering relationships with customers. One
specific way to do this is to create brand fan pages on social
networking sites. Companies can place brand posts (containing
videos, messages, quizzes, information and other material) on
these brand fan pages. Customers can become fans of these
brand fan pages, and subsequently indicate that they like the
brand post or comment on it. This liking and commenting on
brand posts reflects brand post popularity. Results show that
positioning the brand post on top of the brand fan page
enhances brand post popularity.
10
CHAPTER 3
INDUSTRY PROFILE
3.1 Introduction
Content marketing is the use of social media platforms and websites to

promote a product or service. Most of these social media platforms
have their own built – in data analytic tools, which enable companies
to track the progress, success and engagement of advertisement
campaigns. Online social networking is building communities that
bring people together on the Internet.
In today’s information-centered society, Internet-based social media

and networks are used as tools for online exchange, connection, and
communication, allowing users to manage existing relationships while
creating new ones. This creation of relationships forms online
communities where interaction and socializing is the main focus, with
members sharing similar interests and learning about each other by
exchanging information. This information is often referred to as social
media, which is simply the content embodied in social networks;
namely photos, status updates, video and links to websites. They also
point out that the combination of the concepts of social media and
networks has seen the rise of social networking websites such as
Facebook, Twitter, MySpace, LinkedIn, and Orkut, all of which aims
to connect groups and individuals such as friends, relatives, and
business colleagues.
11
Social networking is becoming more popular than other
communication methods such as through phone, mobile, face-to-face,
and email. As mentioned above, this project will look at Facebook in
particular, which is the most visited online social network and has the
most number of users.
3.2 Content Marketing Platforms
Social networking platforms allow individuals, businesses and other

organizations to interact with one another and build relationships and
communities online. When companies join these social channels,
consumers can interact with them directly. That interaction can be
more personal to users than the traditional method of outbound
marketing and advertising. Some of the important plat forms are as
follows:
 TWITTER
Twitter allows companies to promote their products in short
messages known as tweets limited to 140 characters which
appear on followers’ home timelines. Tweets can contain text,
videos, gifs, hash tags, photos, emojis or links to the products’
website and other social media profiles.
Twitter is also used by companies to provide customer service.
 FACEBOOK
Facebook pages are more detailed than the twitter accounts.
They allow a brand to provide videos, photos, descriptions, and
testimonials as other followers can comment on the brand
12
pages for others to see. Facebook can link back to the brand’s
twitter page as well as send out event reminder. As of now,
many companies have chosen Facebook to promote their brand.
 GOOGLE+
In addition to providing pages and some features of Facebook,
it is also able to integrate with the Google search engine. Other
Google products are also integrated such as GoogleAdWords
and GoogleMaps. Google+ allows for targeted advertising
methods, navigation services, and other forms of location based
marketing and promotion.
 LINKEDIN
Linkedin is a professional business related networking site that
allows companies to create professional profiles for themselves
as well as for their business to network and meet others.
Through the use of widgets, members can promote their various
social networking activities such as Twitter stream or blog
entities of their product pages, onto other Linkedin profile
page. It provides its members an opportunity to generate sales
leads and business partners. Members can use “company
pages” similar to Facebook pages to create an area that will
allow business owners to promote their products or services as
well as to interact with their customers.
 YELP
It consists of a comprehensive online index of business profiles.
Businesses are searchable by location, similar to yellow pages.
13
The website is operational in seven different countries,
including the United States and Canada.
14
CHAPTER 4
COMPANY PROFILE
4.1 Introduction
Facebook is an American for-profit corporation and online

social media and social networking service based in Menlo
Park, California. The Facebook website was launched on
February 4, 2004, by Mark Zuckerberg, along with fellow
Havard University students and roommates, Eduardo S averin,
Andrew McCollum, Dustin Moskovitz and Chris Hughes.
Facebook may be accessed by a large range of desktop, laptops,

tablet computers, and smart phones over the Internet and
mobile networks. After registering to use the site, users can
create a user profile indicating their name, occupation, schools
attended and so on. Users can add other users as “friends”,
exchange messages, post status updates and digital videos and
links, use various software applications and receive
notifications when others update their profiles or make posts.
Also users may join common –interest user groups organized
by workplace, schools, hobbies or other topics and categorize
their friends into lists such as “people from work” or “close
friends”.
The founders had initially limited the website’s membership to

Harvard students; however, later they expanded it to higher
15
education institution in the Boston area, the Ivy League
schools, and Stanford University. Facebook gradually
supported for students at various other universities and
eventually to high schools. A Facebook name comes from the
Facebook directories often given to United States university
students.
Facebook classifies users from the ages of 13 to18 as minors
and therefore sets their profiles to share content with friends
only.
4.2 Corporate Objectives of Facebook
The Facebook was launched in February 2004. Facebook was

created by Mark Zuckerberg and his friends. Some of the
important objectives of Facebook are as following:-
 To become part of daily life by becoming a complete
communication tool.
 Bring people and business on the same page to deliver
service.
 Create an enjoyable and useful online experience so that
user engagement grows.
4.3 Vision of Facebook
Facebook’s vision statement based on the company’s social

media service offering is “people use Facebook to stay
connected with friends and family, to discover what’s going on
in the world, and to share and express what matters to them”.
16
4.4 Mission of Facebook
Facebook mission statement is “to give people the power to

share and make the world more open and connected”.
4.5 History and Growth of Facebook

Facebook began in February of 2004 as a school–based social
network at Harvard University. It was created by Mark
Zuckerberg along with Edward Saverin, both students at the
college.
One of the reason credited for the rapid growth and popularity
of Facebook was it exclusivity. Originally, to join Facebook
you had to have an e-mail ID at one of the schools in the
network. It soon expanded from Harvard to other colleges in
the Boston area, and then to Ivy league schools. The school
version of Facebook was launched in September 2005. In
October, it expanded to include colleges in UK ,and in
December it launched for colleges in Australia and New
Zealand.
Facebook accessibility also expanded to select companies such

as Microsoft and Apple. Finally, in 2006, Facebook opened for
anyone who is 13 years or older and took off itself, overtaking
Myspace as the most popular social network in the world.
In 2007, Facebook was launched at Facebook Platform, which
allowed developers to create applications on the network.
Rather than simply being badges or widgets to adorn on a
17
Facebook page, these applications allowed friends to interact
by giving gifts or playing games, such as chess.
In 2008, Facebook launched Facebook Connect, which
competed with the open social and Google+ as a universal
login authentication service.
Facebook’s success can be attributed to its ability to appeal to

people as well as business, its developers network that turned
Facebook into a thriving platform and Facebook Connect’s
ability to interact with sites around the web by providing a
single login that works across multiple sites.
4.6 Future Plans of Facebook

 Auto playing videos 250 percent louder.
 Virtual reality platform will allow users to more
immersive experience.
 New default privacy setting of “none”.
 Updated customization options.
18
CHAPTER 5
ANALYSIS AND INTERPRETATION
 ANALYSIS USING TABLES AND CHARTS
The analysis of the data collected from the respondents is done using
tables and charts. The following is the information obtained from the
respondents as well as its analysis:-
1. The time at which the respondents usually are online on

Facebook.
Table 5.1 Time at which the respondents usually are online on

Facebook.
Time Percentage of Respondents
6 a.m. to 12 p.m. 11.7%
12 p.m. to 6 p.m. 21.7%
6 p.m. to 12 a.m. 65.8%
12 a.m. to 6 a.m. 0.8%
(Source: Primary data)
19
Chart 5.1 Time at which the respondents usually are online on
Facebook.
70.00%
60.00%
50.00%
40.00%
30.00% Percentage of
Respondents
20.00%
10.00%
0.00%
6 a.m. to 12 p.m. to 6 p.m. to 12 a.m. to
12 p.m. 6 p.m. 12 a.m. 6 a.m.
(Source: Table 5.1)
Interpretation:
65.8% of the respondents go online on Facebook between 6

p.m. and 12 a.m. They don’t stay online after midnight.
Afternoon and morning are not the preferred timings of the day
to engage with the audience.
2. The method by which the respondents like Facebook pages.
Table 5.2 Method by which the respondents like Facebook

pages.
Method Percentage of Respondents
Search a page and like it 11.7%
Interesting post of the page 71.7%
appeared on the news feed
Advertisement of the page 6.7%
appeared on the news feed
Invitation from a friend to like 10%
the page
20
Chart 5.2 Method by which the respondents like Facebook
pages.
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
Percentage of
20.00% Respondents
10.00%
0.00%
(Source: Table 5.2)
Interpretation:
People usually ‘like’ pages when an interesting post from that

page appears on their news feed. Paid advertising by a page
which would appear on people’s news feed is the least effective
way to get people’s attention. ‘Invitation from a friend’ is not
an effective feature. 11.7% of the respondents prefer to search
for a page and ‘like’ it.
21
3. Reason why people like Facebook pages.
Table 5.3 Reason why people like Facebook pages.

Reason Percentage of Respondents
For creative ideas 5%
For entertainment 15.8%
For getting latest information 9.2%
on products, offers and events
hosted
For staying updated with the 23.3%
happenings in the social media
For knowing more about 46.7%
something that interests the
viewers
Chart 5.3 Reason why people like Facebook pages.

50%
45%
40%
35%
30%
25%
20%
15%
10% Percentage of
5% Respondents
0%
(Source: Table 5.3)
Interpretation:
46.7% of the respondents like Facebook pages to know more

about something that interest them. The current happenings on
the social media also get considerable attention. The least
22
number of people use Facebook to get creative ideas.
Information related to products, offers and events hosted don’t
get much attention.15.8% of the respondents use Facebook for
entertainment.
4. The kind of posts that people prefer.
Table 5.4 Kind of posts that people prefer.

Kind of Post Percentage of Respondents
Blogs and Articles 33.3%
Videos (both recorded and 14.2%
live)
Photos with descriptions 35.8%
Advertisements and 2.5%
Promotional Posts
Quotes 14.2%
Chart 5.4 Kind of posts that people prefer.

40.00%
35.00%
30.00%
25.00%
20.00%
10.00% Respondents
5.00%
0.00%
(Source: Table 5.4)
23
Interpretation:
Photos with descriptions, blogs and articles are the kinds of

post that gets most attention from the people. Recorded and live
videos as well as Quotes have an equal effect on the people.
Paid advertising and brand promotions get least attention from
the people.
5. The kind of content that people prefer to share with others.
Table 5.5 Kind of content that people prefer to share with

others.
Kind of Content Percentage of Respondents
Inspirational 30%
Social Issues and Current 25.8%
Affairs
Tips and Facts 11.7%
Real Incidents 8.3%
Entertainment 24.2%
Chart 5.5 Kind of content that people prefer to share with

others.
35%
30%
25%
20%
15%
Percentage of
10% Respondents
5%
0%
(Source: Table 5.5)
24
Interpretation:
People prefer to share inspiring content with others. Content

related to Social Issues, Current Affairs and Entertainment are
also shared by people. Tips, facts as well as real incidents don’t
stimulate the audience to share them on their timeline.
6. People’s attitude towards posts related to brands.
Table 5.6 People’s attitude towards posts related to brands.

Response Percentage of Respondents
Not interested in promoting 15.8%
brands
Valuable content is important 74.2%
than brand
Brand is more important than 1.7%
content
Lack of attention towards 8.3%
posts on brands
Chart 5.6 People’s attitude towards posts related to brands.

80.00%
70.00%
60.00%
50.00%
40.00%
Percentage of
30.00%
Respondents
20.00%
10.00%
0.00%
Not Valuable Brand is Lack of
interested content is imp. attention
imp.
(Source: Table 5.6)
25
Interpretation:
People value content more than brands. People give least

preference to brands over content. Some people are not
interested in promoting brands; hence, they don’t pay attention
to posts relating to brands.
7. Repetition of posts as noticed by respondents.
Table 5.7 Repetition of posts as noticed by respondents.

Frequency Percentage of Respondents
Always 16.7%
Sometimes 77.5%
Never 5.8%
Chart 5.7 Repetition of posts as noticed by respondents.

90.00%
80.00%
70.00%
60.00%
50.00%
Percentage of
40.00% Respondents
30.00%
20.00%
10.00%
0.00%
Always Sometimes Never
(Source: Table 5.7)
26
Interpretation:
People have noticed that at times similar posts appear on their

news feed. 5.8% of the respondents have admitted that they
have never seen a similar post on their news feed. 16.7% of the
respondents admit that they always see repetitive posts on their
news feed.
8. Willingness to ‘like’ a post.
Table 5.8 Willingness to ‘like’ a post.

Yes 85%
No 15%
Chart 5.8 Willingness to ‘like’ a post.

90%
80%
70%
60%
50%
Percentage of
40% Respondents
30%
20%
10%
0%
Yes No
(Source: Table 5.8)
27
Interpretation:
85% of the respondents feel that their ‘likes’ on posts

represents their voice. The remaining considers ‘liking’ posts as
a waste of time.
9. Frequency of response by page admins to comments.
Table 5.9 Frequency of response by page admins to comments.

Always 1.7%
Sometimes 38.3%
Never 12.5%
Respondent doesn’t comment 47.5%
on posts by a page
Chart 5.9 Frequency of response by page administrators to

comments.
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
Percentage of
20.00% Respondents
15.00%
10.00%
5.00%
0.00%
Always Sometimes Never Doesn’t
comment
(Source: Table 5.9)
28
Interpretation:
47.5% of the respondents are not interested in commenting on

posts by a page. Only a minute proportion of 1.7% has
acknowledged that page admins always respond to their
comments. 38.3% of the respondents have said that they do get
responses but only sometimes.
10. Willingness to tag a page in a status update.
Table 5.10 Willingness to tag a page in a status update.

Yes 39.2%
No 21.7%
Respondent doesn’t update 39.2%
status
Chart 5.10 Willingness to tag a page in a status update.

45.00%
40.00%
35.00%
30.00%
25.00%
Respondents
15.00%
10.00%
5.00%
0.00%
Yes No Doesn’t
update status
(Source: Table 5.10)
29
Interpretation:
Those who tag pages in their status update and those who don’t
update their statuses when they are engaged in an activity are
found to be of equal proportion. 21.7% of the respondents don’t
tag a page while updating their status.
11. Frequency of using trending hash tags.
Table 5.11 Frequency of using trending hash tags.

Always 5.8%
Sometimes 37.5%
Never 44.2%
Respondent doesn’t 12.5%
remember them
Chart 5.11 Frequency of using trending hash tags.

50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
Percentage of
20.00% Respondents
15.00%
10.00%
5.00%
0.00%
Always Sometimes Never Doesn’t
remember
30
Interpretation:
44.2% of the respondents have never used hash tags, while

37.5% of them have used sometimes. 5.8% of the respondents
always use the hash tags whereas 12.5% of them don’t
remember them.
12. Frequency of installing an app of the page.
Table 5.12 Frequency of installing an app of the page.

Always 5%
Sometimes (if it is beneficial) 46.7%
Never 48.3%
Chart 5.12 Frequency of installing an app of the page.
60%
50%
40%
30% Percentage of
Respondents
20%
10%
0%
31
Interpretation:
48.3% of the respondents have never installed an app of a page,

whereas 46.7% of them are willing to install the app if they are
provided with any benefits for doing so. Only a meagre 5% of
the respondents always install an app of a page on their phone.
13. Participation in promotional contests by a page.
Table 5.13 Participation in promotional contests by a page.

Always 0%
Sometimes 20%
Never 80%
Chart 5.13 Participation in promotional contests by a page.

90%
80%
70%
60%
50%
Percentage of
40% Respondents
30%
20%
10%
0%
32
Interpretation:
People are not interested in participating in promotional

contests. However, 20% of the people form an exception.
14. Preference towards valuable content vis-à-vis

advertisement.
Table 5.14 Preference towards valuable content vis-à-vis

advertisement.
Prefers advertisement 14.2%
Prefers valuable content 51.7%
Prefers both 34.2%
Chart 5.14 Preference towards valuable content vis-à-vis

advertisement.
60.00%
50.00%
40.00%
30.00%
Percentage of
20.00% Respondents
10.00%
0.00%
Prefers Prefers Prefers both
advertisement valuable
content
33
Interpretation:
A clear majority of 51.7% of the respondents prefer valuable

content over commercial advertisements. However, 14.2% of
them feel that advertisements communicate a brand’s message
in a better way. 34.2% of the respondents feel that advertising
and content marketing have the same effect.
15. Possibility for creating a positive impact on the society

through content marketing.
Table 5.15 Possibility for creating a positive impact on the

Yes 55.8%
No 2.5%
Can’t Say 41.7%
Chart 5.15 Possibility for creating a positive impact on the

60.00%
50.00%
40.00%
Respondents
20.00%
10.00%
0.00%
Yes No Can’t Say
34
Interpretation:
55.8% of the respondents have the confidence that content

marketing can create a positive impact on the society, whereas
others are sceptical.
16. Frequency of people’s contribution towards content

marketing.
Table 5.16 Frequency of people’s contribution towards content

marketing.
Frequently 5%
Seldom 17.5%
Only a few important ones 54.2%
Never 23.3%
Chart 5.16 Frequency of people’s contribution towards content

marketing.
60.00%
50.00%
40.00%
Respondents
20.00%
10.00%
0.00%
Yes No Can’t Say
35
Interpretation:
54.2% of the respondents contribute only important content that

is worth sharing with Facebook pages. In spite of that only 5%
of the people contribute content frequently. 17.5% of the
respondents have seldom contributed content whereas 23.3% of
them have never contributed.
17. Proportion of people who were/are administrators of

Facebook pages.
Table 5.17 Proportion of people who were/are administrators of

Facebook pages.
Yes 23.3%
No 76.7%
Chart 5.17 Proportion of people who were/are administrators of

Facebook pages.
90.00%
80.00%
70.00%
60.00%
50.00%
Percentage of
40.00% Respondents
30.00%
20.00%
10.00%
0.00%
Yes No
36
Interpretation:
Majority of the people haven’t used Facebook pages for

promotional purpose. Only 23.3% of the respondents have been
page administrators.
18. Preferred social media platform for content marketing.
Table 5.18 Preferred social media platform for content

marketing.
Name of the Website Percentage of Respondents
Facebook 72.5%
Twitter 4.2%
YouTube 20.8%
Instagram 2.5%
Chart 5.18 Preferred social media platform for content

marketing.
80.00%
70.00%
60.00%
50.00%
Respondents
30.00%
20.00%
10.00%
0.00%
Facebook Twitter YouTube Instagram
37
Interpretation:
People feel that Facebook is the best social media platform for
content marketing. YouTube and Twitter are also favoured by a
minority. Instagram is the least favoured one for content
marketing.
19. Preference towards different categories of pages.
Table 5.19 Preference towards different categories of pages.

Category of pages Percentage of Respondents
Art & Design 53.3%
Auto & Vehicles 22.5%
Beauty 26.7%
Business 18.3%
Education 41.7%
Entertainment 79.2%
Food & Drink 50%
Games 24.2%
Health & Fitness 41.7%
News & Magazines 32.5%
Photography 54.2%
Shopping 32.5%
38
Chart 5.19 Preference towards different categories of pages.
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
10.00% Respondents
0.00%
Games
Entertainment
Food & Drink
News & Magazines

Business
Shopping
Health & Fitness
Art & Design
Auto & Vehicles
Beauty
Photography
Education
Interpretation:
Entertainment, Photography and Art & Design are the top 3

categories of pages that are most preferred by people.
39
 SWOT ANALYSIS
The SWOT Analysis aims at discovering the strengths, weaknesses,

opportunities and threats of Facebook with regard to content
marketing.
 Strengths:
1. Facebook is the most popular social networking website
with 1.86 billion users from all over the world.
2. Facebook allows users to share different kinds of posts like
photos, videos, blogs etc.
3. The layout of a Facebook web page is more user-friendly
compared to that of other social networking sites.
4. The analytics available for administrators in the page
feature of Facebook is convenient to use.
5. Facebook has got filters on its news feed to show only the
content that the user is interested in.
 Weaknesses:
1. Facebook web page is crowded since it includes shared
posts as well as sponsored advertisements.
2. Payment is needed to boost the posts on a page, which
might discourage the content marketers. The following are
the tariff rates used by Facebook to the boost posts:-
40
Table 5.20 Tariff Rates on Facebook to boost posts
Estimated reach of Tariff Rates (in INR)
audience (No. of people)
176-464 65
353-929 130
545-1400 200
1000-2700 330
(Source: Facebook Page Analytics)
3. Other than the live videos, Facebook hasn’t introduced any

new significant feature recently that is good enough to be
appreciated by the users.
4. Facebook is dependent on advertisements for revenue since
it doesn’t charge the users any fees for using the website.
But since people pay more attention to content marketing
on Facebook than towards advertisements the brands are
skeptical about investing in advertising on Facebook.
5. Facebook hasn’t taken an effort yet to encourage people to
create pages on Facebook for promotional purposes
 Opportunities:
1. Facebook has the reputation of being one of the early
players in the online social networking industry.
2. Facebook can collaborate with other websites in order to
enable users to share content from other websites.
3. It can start its own content marketing department to assist
the amateur content marketers who interested in content
marketing on Facebook.
4. It can enable the users to make a custom setting of the
website’s layout in order to make it more interesting for
them.
41
5. It can integrate a search engine feature on the website in
order to reduce the burden of people to open another
browser to search for content and information.
 Threats:
1. Other social networking websites are following Facebook’s
strategies.
2. The Instant Messaging Apps like WeChat, Line, Hike and
SnapChat are gaining more popularity than Facebook.
3. Twitter, which is a competitor of Facebook, is catching
more attention on media because of its precise posts that
are restricted to 140 characters.
4. People feel that their privacy is being affected by sharing
personal content on Facebook.
5. A lot of fraudulent activities through fake accounts are
being carried out on Facebook. This can seriously affect
the people’s credibility in Facebook.
42
CHAPTER 6
FINDINGS, SUGGESTIONS AND CONCLUSION
6.1 Findings
1. The Facebook users mostly go online on the website between 6

p.m. and 12 a.m.
2. The people prefer to be online during the hours in the evening
when they have returned from either school or office.
3. People ‘like’ pages because of the content that the page posts.
4. The ‘Invite a friend’ feature on Facebook to ‘like’ pages is not
effective since only 10% of the total respondents have admitted
to using this feature.
5. The prime reason for the people to like pages on Facebook is to
know more about something that the page represents.
6. Information on products, offers and events hosted by brands
interests only 9.2% of the respondents.
7. Photos with descriptions, blogs and articles are the kinds of
post that captures the attention of the audience the most.
8. Advertisements and promotional posts are ineffective on
Facebook news feed since only 2.5% of the respondents pay
attention to them.
9. Inspirational, social issues, current affairs and entertainment are
the genres of content that people prefer to share on their
timeline.
10. People are willing to promote a brand if it provides valuable
content that is really worth sharing.
11. Just a minority of 1.7% of the respondents have admitted that
they would share the post of a brand they are loyal to, even if
doesn’t provide valuable content.
43
12. Promoting brands through content marketing is effective since
only a mere 8.3% of the respondents have admitted to not
paying attention to posts related to brands.
13. A lot of people have noticed similar posts appearing on their
news feed.
14. 85% of the respondents believe that their ‘likes’ represent their
support for a post and hence gives them a chance to raise their
voice.
15. 47.5% of the respondents don’t comment on posts by a page
since they don’t get response from the page administrators.
Only 1.7% of the respondents have said that page
administrators always respond to their comments.
16. 39.2% of the respondents tag a page in their status update.
17. Trending hash tags by a promoted by a brand are does not
create an impact since 44.2% of the respondents admit to never
having used them.
18. People don’t install an app of a brand because of the content
they provide on their pages but they are willing to do so if it
provides any benefits
19. People don’t prefer to participate in contests on Facebook since
it does nothing good for them but only brand promotion
20. 51.7 % of the respondents feel that authentic content is more
trustworthy than advertisements.
21. 55.8% of the respondents believe that content marketing can
create a positive impact on the society.
22. 54.2 % of the respondents have admitted that they contribute
content to Facebook pages thereby becoming a part of content
marketing.
23. 76.7% of the respondents have never created a Facebook page
for promotional purposes.
44
24. Entertainment, photography, art and design are the categories
of pages that are most preferred by the Facebook users.
25. Facebook is the best platform for content marketing on social
media according to the respondents, compared to other
platforms like YouTube, Twitter and Instagram.
6.2 Suggestions
1. The best time to post content on pages would be before evening

so that the posts would appear on people’s news feed in the
evening when they go online.
2. Re-post significant posts to gain more attention from the users.
3. Focus on the quality and relevance of the content that the page
posts. Present it in a way that not just captures their attention
but should be understandable and well-communicated.
4. Keep posting valuable content that is of interest to the
audience. Make people follow the path that leads to your brand.
5. Use videos (both recorded and live) and quotes to complement
with the other means of content that you use to communicate.
Videos and quotes respectively are preferred by 14.2% of the
respondents.
6. Don’t spend too many resources on advertisements and
promotional posts.
7. Look for creative ways to communicate with people about the
values represented by the brand through content that
inspirational and related to social issues as well as current
affairs.
45
8. Don’t rely on people’s loyalty towards the brand in your
content marketing strategy. Make sure that the content you
provide is worth sharing.
9. Keep track of the content marketing strategies that your
competitors and other firms in the industry use on Facebook
and on other social media platforms.
10. Provide content that is unique and appealing. Develop an edge
to stand out from the competition.
11. Have a persona for your page so that people can recognise and
stop by your page as they are racing through their news feed.
12. Avoid posting content that is already circulating in the social
media.
13. Page administrators should take care to respond to the
comments and queries of the audience as soon as possible and
follow an interactive approach while communicating with
them.
14. Make use of the live videos feature on Facebook to establish a
connection with the audience by responding to them in real
time.
15. Videos uploaded directly to Facebook can be auto-played and
gains for attentions than the videos uploaded through other
video sharing websites like YouTube, Vimeo and Dailymotion.
16. Position your brand in high esteem such that the audience
would like to identify themselves with your brand and hence
would be encouraged to tag your page in their status update.
17. Target audience using the Facebook Page Analytics and boost
the posts on your page.
18. Trending hash tags have to be prompted to the audience
frequently so that they would pay attention to them and will
want to use them.
46
19. Provide benefits and offers for installing an app of your page or
brand on the phones of the audience.
20. Avoid contests since they are not effective in engaging the
audience with your brand.
21. Invest more in content marketing than in advertisements when
it comes to promoting a brand on social media.
22. Don’t ruin people’s faith in content marketing providing
demeaning and impotent content.
23. Encourage people to contribute more content to Facebook
pages by posting their contributions onto the page and getting
attention for which they can take credit for.
24. Create awareness among Facebook users on how they can
promote a brand using Facebook pages.
25. Position your brand as a problem solver to show that you can
make an impact.
47
6.3 Conclusion
Content marketing has become a crucial component of any marketing

strategy today. Using content, marketers can generate sales, attract
customers to their website and create a positive brand image. It is part
of an inbound marketing strategy by filling the Internet with interesting
information that people find via search engines.
Content marketing is an emerging market technique of which the

potential is not yet fully discovered by the marketers. This study aims
at giving a glimpse on content marketing on social media websites like
websites like Facebook and to prove its effectiveness in delivering the
brand’s message to the audience in the most appealing way. The data
for conducting the study was collected through an online survey of 120
respondents. The study has proved that content marketing is an
effective marketing tool and has suggested measures for the marketers
to develop an edge in content marketing.
48
APPENDIX
The following is the questionnaire that was used for conducting

the survey to collect primary data for this project.
Survey on Content Marketing on Facebook
We, Maneesha Mohan, Midhya Suresh and Namitha Girijan,

the final year students BBM students of Amrita School of Arts
and Sciences, Kochi are conducting a survey for our final
project for graduation. The survey contains 20 questions and it
would take only less than 5 minutes to complete. Thank you for
your valuable time and cooperation.
Q. 1 Gender
o Male
o Female
o Others
Q.2 At what time do you usually be online on Facebook?

o 6 a.m. – 12 p.m.
o 12 p.m. – 6 p.m.
o 6 p.m. - 12 a.m.
o 12 a.m. – 6 a.m.
49
Q. 3 How do you mostly ‘like’ pages on Facebook?
o Search for a page I know about and like it
o Like a page of which an interesting post appeared on my
news feed
o Like a page when its advertisement appears on my news
feed
o Invitation from a friend to like a page
Q. 4 What is your objective of ‘liking’ pages on Facebook?
o To get creative ideas

o To get entertained
o To get latest information on products, offers and events
hosted
o To stay updated with the happenings in the social media
o To know more about something that interests me
Q.5 What kind of posts do you mostly pay attention to?
o Blogs and Articles

o Videos (both recorded and live)
o Photos with descriptions
o Advertisements and Promotional posts
o Quotes
50
Q. 6 What kind of posts do you usually ‘share’ on your
timeline?
o Inspirational
o Social Issues and Current Affairs
o Tips and Facts
o Real incidents
o Entertainment
Q. 7 Would you share a post if it provides valuable content but

is related to a brand?
o No, I’m not interested in promoting brands

o Yes, if the content is really worth sharing
o Yes, if I like that brand (regardless of the content)
o I don’t pay attention to posts related to brands
Q.8 Have you noticed similar posts appearing on your news

feed?
o Always
o Sometimes
o Never
Q. 9 Do you think that your ‘likes’ on posts do matter?
o Yes, it represents my voice

o No, it is just a waste of time
51
Q. 10 Do page administrators respond to your comments on a
post by their page?
o Always
o Sometimes
o Never
o I don’t comment on posts by a page
Q. 11 Do you tag a page in your status update while you are

engaged in an activity (like checking in to a place, watching
movie, eating at a restaurant, etc)?
o Yes, I do tag
o No, I just update the status without tagging
o I don’t update my status while I am engaged in an activity
Q.12 Do you use the trending hash tags in your posts (like
#MotoG5PlusOnFlipkart, #CokeNawaazi, #kuchmethahojaye,
etc)?
o Always
o Sometimes
o Never
o I don’t remember them
52
Q. 13 Has your interest towards some pages made you to install
their app on your phone?
o Always
o Sometimes, if they give an advantage for installing the app
o Never
Q. 14 Do you participate in contests like this?
o Always
o Sometimes
o Never
53
Q. 15 Do you think that valuable content and authentic posts
can communicate a brand’s message better than
advertisements?
o Advertisements are more specific and gets my attention
better
o Authentic content is more trustworthy than advertisements
o Both have the same effect
Q. 16 Do you think that content marketing can create a positive

impact on the society?
o Yes
o No
o Can’t say
Q. 17 How often you contribute content to Facebook pages?

o Frequently
o Seldom
o Only a few important ones
o Never
Q. 18 Have you ever created a Facebook page for promotional

purposes?
o Yes
o No
54
Q. 19 According to you, which is the best platform for content
marketing on social media?
o Facebook
o Twitter
o YouTube
o Instagram
Q. 20 Choose the categories of pages that interests you

o Art & Design
o Auto & Vehicles
o Beauty
o Business
o Education
o Entertainment
o Food and Drink
o Games
o Health and Fitness
o News and Magazines
o Photography
o Shopping
o Sports
o Travel and Local
55
REFERENCES
1. Journals
 European Management Journal
 Journal of Business Research
 Journal of Marketing Management
2. Websites
 http://contentmarketinginstitute.com/topic/industry-news-
trends/
 https://en.wikipedia.org/wiki/Facebook
 https://www.sproutcontent.com/blog/bid/140145/7-big-
brands-are-succeeding-in-content-marketing-you-can-too
 http://contentmarketinginstitute.com/2016/07/content-
marketing-best-brands/
 https://www.singlegrain.com/blog-posts/content-
marketing/25-brands-made-big-content-marketing/
 https://insights.newscred.com/the-top-32-most-influential-
content-marketing-brands-of-2014/
 https://www.marketingcloud.com/blog/the-30-most-genius-
content-marketing-examples-of-2014-so-far/
 https://adespresso.com/academy/blog/how-to-use-facebook-
to-improve-your-content-marketing/
 http://contentmarketinginstitute.com/2014/05/keep-
facebook-viable-content-marketing-platform/
 http://www.socialmediaexaminer.com/10-successful-
facebook-marketing-examples/
 https://www.theleverageway.com/blog/using-facebook-in-
content-marketing/
56
 https://blog.hootsuite.com/7-facebook-marketing-tips-to-
help-increase-engagement/
 http://www.smartinsights.com/social-media-
marketing/facebook-marketing/content-marketing-with-
facebook/
 https://blog.hubspot.com/marketing/visual-content-
marketing-strategy#sm.0001ad30xg7ayd30q191m8pg1flhh
57

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A STUDY ON CONTENT MARKETING ON FACEBOOK

Project Report Submitted by

Register No.: KH.BU.U3BBM14020

Under the Supervision and Guidance of

in partial fulfillment of the requirement of

AMRITA VISHWA VIDYAPEETHAM

for the award of the degree of

BACHELOR OF BUSINESS MANAGEMENT

DEPARTMENT OF COMMERCE AND MANAGEMENT

AMRITA SCHOOL OF ARTS AND SCIENCES, KOCHI

Register No.: KH.BU.U3BBM14020

in partial fulfillment of the award of the degree

BACHELOR OF BUSINESS MANAGEMENT

AMRITA SCHOOL OF ARTS AND SCIENCES,

AMRITA VISHWA VIDYAPEETHAM

DEPARTMENT OF COMMERCE AND MANAGEMENT

This is to certify that the Project Work entitled

A STUDY ON CONTENT MARKETING ON

is the bonafide record of project work done by

Register No.: KH.BU.U3BBM14020

of BBM during the year 2017

Ms. Aparna V. Dr. Sony Vijayan

Submitted for the Project Viva-Voce examination held on

Internal Examiner External Examiner

I affirm that the Project Work titled “A STUDY ON

Register No.: KH.BU.U3BBM14020

I certify that the declaration made above by the candidate is true.

completed my project work successfully.

First of all, I would like to express my special thanks to Dr. U.

Krishnakumar, Director, ASAS-Kochi and Dr. Sony Vijayan, HOD,

Department of Commerce and Management, who gave me the golden

opportunity to do this wonderful project.

I take this opportunity to express my profound gratitude and deep

regards to my Project Guide, Ms. Aparna V. for her exemplary guidance,

monitoring and constant encouragement throughout the course of this project.

have not have been possible.

in making this project unique.

Thanks to everyone who helped me.

Sl.No. Topic Page No.

2 CHAPTER 2: Literature Review 6

3 CHAPTER 3: Industry Profile 11

4 CHAPTER 4: Company Profile 15

5 CHAPTER 5: Analysis and Interpretation 19

6 CHAPTER 6: Findings, Suggestions and Conclusion 43

Sl.No. Table Name of the Table Page

1 5.1 Time at which the respondents usually are 19

4 5.4 Kind of posts that people prefer. 23

5 5.5 Kind of content that people prefer to share with 24

8 5.8 Willingness to ‘like’ a post. 27

9 5.9 Frequency of response by page admins to 28

11 5.11 Frequency of using trending hash tags. 30

12 5.12 Frequency of installing an app of the page. 31

13 5.13 Participation in promotional contests by a 32

Sl.No. Chart Name of the Chart Page

1 5.1 Time at which the respondents usually are 20

4 5.4 Kind of posts that people prefer. 23

5 5.5 Kind of content that people prefer to share with 24

8 5.8 Willingness to ‘like’ a post. 27

9 5.9 Frequency of response by page admins to 28

11 5.11 Frequency of using trending hash tags. 30

12 5.12 Frequency of installing an app of the page. 31

13 5.13 Participation in promotional contests by a 32

1.1 Introduction to the Study