The perspective of using Social Media as an advertising and promotional tool by 'Ufone' Pakistan"

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Consumers can easily access the fan pages and links and acquire whatever information they want. They can see other user's comments and make a purchase decision. In addition to this, customers can easily approach the brand they are using and provide their suggestion for the product. On the other side, businesses can easily communicate with their customers and collect their opinion. It will help them in improvising ad developing their according to the needs of their target market. Additionally, companies get a chance to communicate with the people on a mass level, increase awareness about their product and keep their customers informed about the new packages and services introduced by the company. This research discuses the social media trend and its usages across the globe. It also discusses the increasing popularity of social networks and its intervention in marketing due its popularity. Furthermore, the research explains the use of social media by consumers as well as the businesses. With the increase in popularity of social media networks, the marketers have shifted their attention towards devising different strategies and innovative ideas to market through social media. This research, with the help of survey questionnaire, identifies the importance of social media networks and how the Ufone marketing activities. This research will be conducted through secondary research as well questionnaire survey. It will analyse the use social media as a marketing tool by Ufone. This research analysis the way Ufone has been using these social networks as marketing tools. Furthermore, it highlights the importance of social media networks in the current era and discusses the social media trend in Pakistan.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1Introduction1

1.2Research Aims and Objectives4

1.3Research Question4

1.4Company Profile- Ufone5

CHAPTER 2: LITERATURE REVIEW7

2.1Introduction7

2.2Social Media Networks7

2.3Social Media Usage among Consumers10

2.4Social Media Usage among Companies11

2.5Social Media Marketing12

2.5.1Facebook Phenomenon13

2.5.2The Twitter Trend14

2.5.3Blogs16

2.6Impact of Social Networks17

2.7Social Media in Pakistan21

2.8Telecommunication Industry of Pakistan and Social Media22

2.9Conclusion25

CHAPTER 3: METHODOLOGY26

3.1Introduction26

3.2Research Methods26

3.3Data Collection Methods27

3.3.1Secondary Method27

3.3.2Questionnaire Survey28

3.4Research Strategy: Case Study28

3.5Choosing a case study type29

3.6Sampling29

3.7Inclusion and Exclusion Criteria29

3.8Validity30

3.9Reliability31

3.10Research Ethics32

3.11Conclusion32

CHAPTER 4: DISCUSSION AND ANALYSIS33

4.1 Introduction33

4.2 Results33

4.3 Importance of Social Media Networks43

4.4 Social Media activities of Ufone45

4.5 Conclusion48

CHAPTER 5: CONCLUSION49

REFERENCES54

APPENDIX58

CHAPTER 1: INTRODUCTION

Introduction

Marketing communication has observed a huge transformation with the growth of new digital media, in the first decade of twenty-first century. This change has been realised as 94 percent of the marketing executives responded to the survey of 2010 that indicated that they are expecting to spend more money on social media marketing in the next few years (Godes & Mayzlin, 2004, ...