Investigation into the effectiveness of social networking on Marketing Communication:

Cross case analysis in the UK and India

By

Acknowledgement

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without that I would have never been able to do this research. In particular, I would like to extend my utmost gratitude to the following people for their untiring efforts.

First, I would like to thank my research supervisor for expending his precious time for aiding me with my research despite his various other professional and academic commitments. His knowledge, wisdom and his dedication inspired and motivated me to a great extent in carrying out my research with continuous efforts.

Second, I would like to thank my friends and colleagues who were always there to assist me whenever I needed them and they greatly inspired me to continue working in spite of the enormous pressure of work that my friends and I were facing together.

Third, I would like to thank many professionals who are related to the field of marketing communication via social networking websites who enlightened me with a plethora of useful information on the said topic. This really turned out to be helpful for me as I continually related to the given information throughout my research.

Last, I would like to thank my family for the continuous support that they provided me during my research. I am grateful to my parents and siblings for understanding the immense time deadline pressure on me as well as their cooperation toward me so that I could detach myself with family commitments and allowed me to fully focus on my work. I would like to thank my family for their constant love, patience and support.

I would once again like to thank all these people without whose help this dissertation would have never been completed.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially that are associated with university.

Signed __________________ Date _________________

Abstract

In this research we try to explore the notion of marketing communication in a holistic context. The main focus of the research is on social networking and its relation with social networking. The research also analyzes many aspects of social networking and tries to gauge its effect on the marketing communication of companies in India and U.K.

Executive Summary

Social networking has entirely changed the mode of marketing communication over recent years. Through the use of social networking websites, manufacturers have discovered a whole set of areas to capitalize on and reach their potential customers. Nowadays, buying decisions are determined by social networks as they greatly impact people's lives. The key to this is that the sellers had better tap into the communicating facet of sites such ...