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Comparative study of factors influencing consumer subscription of

various social networking sites

Submitted by TEAM 23

Dhanabal 29069 Faridh 29013 Subhashini 29110 Nivas 29034 Shyam Prasad 29052

INTRODUCTION

• ObjectiveTo study the various factors that influence consumer subscription of various social networking sites.

• HypothesisH1-Applications, Instagram, video chat features, games, photo

tagging that dictate the level of enjoyment in a social networking website has a direct and positive impact on influencing the increased consumer subscription to Facebook compared to Google+.

H2 : Boosting one’s self image has a direct and positive influence on the consumer subscription of Facebook compared to Google+.

Secondary Research

• Facebook –more Personal

• Twitter-public communication forum

• Linkedin –professional network

• Fb vs Google + more apt.

2012 2011Facebook 63.18% 64.50%

Google+ 0.58% 0.01%Twitter 1.73% 1.34%LinkedIn 0.77% 0.63%

Research Methodology

Survey -1 Factor Analysis• Sample size-144• Sampling-Convenience• 31 factors• Likert Scale (1-5 scale)• Tools used-SPSS• Factor analysis

– Principle Component Analysis(PCA)

– Eigen Values greater than 1– Varimax Rotation

Survey-2-Comparitive Study• Sample size-68• Sampling-Convenience• Reduced factors from

earlier study were taken into account

• Comparison of facebook and google+

• Paired Comparison Scale• Tools used- Excel

Key Results

Component 1 Personal Image

Youth TrendStyle_statement

Image

Competitive_value

Component 2 Interactive medium

Communication

Level_of_interactiveness

Component 3 Security and Privacy

Security

Privacy

Component 4 Features

Video_chat

Mobile_APP

Instagram

Component 5 Tagging_photo Tagging_photo

Component 6 AwarenessAwareness

Criticism

Component 7 Entertainment

Presence_of_Games

Entertainment

Component 8 Gender_Diversity Gender_Diversity

Component 9 Resistance_to_changeResistance_to_change

Component 10 ForumDicussion_forum

Peer_presence

Component 11 Business ValueAdvertisement

Ebusiness

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .605Bartlett's Test of SphericityApprox. Chi-Square 1978.225 df 465 Sig. .000

Conclusion

• Boosting self image-main reason• Resistance to change• Radical change has to be made (google+)

References• Shailja Agarwal, Monika Mital (2009), “An exploratory study of Indian

university students’ use of social networking web sites: Implications for the workplace”, Business Communication Quarterly / March 2009

• James M. Curran, Ron Lennon(2011), “Participating in the conversation: Exploring usage of social media networking sites”, Academy of Marketing Studies Journal, Volume 15, Special Issue, Number 1, 2011

• http://www.businessinsider.com/secrets-to-facebooks-success-2012-5?op=1• http://venturebeat.com/2012/03/27/secrets-of-facebooks-success-identity/• http://chimprawk.blogspot.in/2006/05/facebooks-critical-success-

factors.html• http://www.dailymail.co.uk/sciencetech/article-2009784/Facebooks-

success-revealed-Sharing-gossip-friends-addictive-arousing.html• http://askville.amazon.com/facebook-successful-orkut/AnswerViewer.do?

requestId=6250375