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The main purpose of this research is to determine the important drivers of social networking sites for creating social reforms. A social networking service focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services. Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people.

Almost all social network have a set of features which are considered essential to qualify as a social networking service, namely: the ability to set up and customize a personal profile, an ability for members to comment, fine granular control of who sees what (privacy settings), ability to block an unwanted member, have own page of personal entries or notes and individual picture albums, ability to own, form or be member of a Group or Community.

As the increase in popularity of social networking is on a constant rise, new uses for the technology are constantly being observed. One popular use for this new technology is social networking between businesses. Companies have found that social networking sites such as Face book and Twitter are great ways to build their brand image.

Social networking is more recently being used by various government agencies. Social networking tools serve as a quick and easy way for the government to get the opinion of the public and the keep the public updated on their activity. The Centers for Disease Control demonstrated the importance of vaccinations on the popular children’s site Whyville and the National Oceanic and Atmospheric Administration has a virtual island on Second Life where people can explore underground caves or explore the effects of global warming. Popular Social Networking Sites in India are Face book, Orkut, Twitter MySpace, LinkedIn, BeBo and Hi5 etc.

The effectiveness of social networking sites as a tool of social reform. The reason for the choice of social networking sites is that it is the favorite spot of youngsters and middle aged professionals to hang for couple of hours with their friends. There is growing popularity of social networking sites among Indians. The finding reveals that the users show fair degree of interest towards displayed advertisement on their websites. The users show positive response towards the advertisement as they have good recall rate to the ads.


Fixing the objective is like identifying the star. The objective decides where we want to go, what we want to achieve and what is our goal or destination.

1. To evaluate the effectiveness of social networking sites for creating social reforms.

2. To understand user reaction towards social networking sites based social reforms.

3. To study social reforms recall status of users of social networking sites.

4. To study various social networking sites.


The project being undertaken is exploratory research. Where in all these approaches of exploratory research like:

It is a way to systematically solve the research problem. The research methodology includes the various methods and techniques for conducting a research. Research is the systematic design, collection and analysis and reporting of data and finding a solution to a specific situation or problem. D.Slesinger and M.Stephenson in the encyclopedia of social sciences defines Research as, “ The manipulation of things, concepts or symbols for the purpose of generalizing to extend , correct or verify knowledge, whether that knowledge aids in construction of  theory or in the practice of an art.” Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. 


The data with respect to the study was collected in both ways, i.e.

(i)  Primary Data

(ii) Secondary Data

Primary data mean original data that have been collected specially for the purpose in mind. As far as Primary Data is concerned, The Research was more of a sample survey; making the respondents fill the Questionnaire has collected the data. The respondents have personally filled the questionnaires and their attributes regarding the study were collected. For the purpose of Secondary Data, the researcher has reviewed the literature like books by famous authors, internet searching and different articles published in academics journals and magazines, newspapers, data from book etc.


Sampling is that part of statistical practice concerned with the selection of individual observations intended to yield some knowledge about a population of concern, especially for the purposes of statistical inference. Each observation measures one or more properties of an observable entity enumerated to distinguish objects or individuals. Survey weights often need to be applied to the data to adjust for the sample design.

a) Universe: The universe of the study consists of all the users of social networking sites.

b) Population: The population consists of all Delhi users of social networking sites.

c) Sample Unit: It refers to the smallest possible individual eligible user of social networking sites. In the current study the sampling unit is user of social networking sites.

d) Sample Size: 100 users of social networking sites constitute the sampling size.

e) Sampling Technique: The selection of   the respondents will do on   the   basis   of    convenience sampling.


Data Analysis & Interpretation – Classification & tabulation transforms the raw data collected through questionnaire in to useful information by organizing and compiling the bits of data contained in each questionnaire i.e., observation and responses are converted in to understandable and orderly statistics are used to organize and analyze the data.

¨      Simple tabulation of data using tally marks.

¨      Calculating the percentage of the responses.

¨      Formula used = (name of responses / total responses) * 100

Graphical analysis by means of pie charts bar graphs etc.


Dear Respondents,

I am ………………….., a student of ……………………, as a part of my curriculum; I am to take a research Project on “EFFECTIVENESS OF THE SOCIAL NETWORKING SITES FOR CREATING SOCIAL REFORMS:-A CASE STUDY OF ANNA HAZARE.” To enable to undertake above mentioned study, I request you to give your fair views. Your insights and perspective are important and valuable for my research.

Policy on Confidentiality: Please feel free to give your honest responses. The confidentiality of the information provided by the respondent is completely assured.

1. Do you use any social networking sites?

Yes                                                                               No

If yes, continue. Otherwise terminate.

2. Kindly name the Social networking sites that are currently used by you as per your frequency of usage. (No 1 –site you use most, No-4 site you use least)

1.                                                                       2.

3.                                                                       4.

3. On average how much time you spend on social networking site in a day?

Less than 30 mins                                                                             30-60 mins

More than 60 mins                                                                           Above 2 hrs

4.  Do you feel that social networking site really a help for crating social reforms in the society?

Yes                                                                                                      No


5. What do you use SNS site for? (Rank 1= Highest)


Stay upto date with friends
Promote my business
To fetch new deals and discounts
Research product and services
To explore what Social networking site is all about

6. Where do you see ads or promotions of various companies the most on your social networking sites? Kindly rank (Rank 1 = Highest)

Profile Page
Photo albums

7. What is your reaction on viewing the social reforms? (IF OPTION 1 THEN MOVE TO QUESTION NO 14)

I never pay attention to the social reforms advertisement

On seeing ad I just take the overview of the information

If ad attracts me I visit the website and gather information about the information

I always pay attention to all ads and try to update my information

I pay attention to ad & take steps to purchase the product if it suits me.

8. If you pay attention to ad then what kind of ads do you generally click on? (You can choose multiple options)

Matrimonial                                                           Tour and travel

Job Search                                                             Finance

Event related (Eg IPL)                                           Product Related                   

Others Please specify


9. What position of ad catches you attention generally? Kindly rank (1= Highest Attention Catching)


Horizontal band running on top of page
Horizontal band running on bottom
Ads  display on right hand side  of page
Ads  displayed on left hand side of the profile

10. What type of ads attracts your attention the most? (Tick the appropriate option)

Particulars Very attractive Attractive Neutral Unattractive Very unattractive
Animated ads _____ _____ _____ _____ _____
Banner ads _____ _____ _____ _____ _____
Special offers and discounts _____ _____ _____ _____ _____
Colours scheme _____ _____ _____ _____ _____

11. What was the last advertisement you remember that you saw on your most visited site?

12. What was the most attractive feature according to you in that advertisement?

Product itself                                                                 Display

Brand ambassador                                                         Punch line

Others please specify

13 Kindly refer the last information that or if have been made by you after viewing ad on social networking site

14. What are the possible reasons of not viewing ad on SNS?

I don’t like advertisement on SNS as it is to promote social networks

Ads irritate me. They spoil the look of website.

I am here to spend my time with friends and I don’t want to waste time on ads

My attention is distracted from my friends


  1. Fue Zeng, Li Huang, Wenyu Dou (2009), “Social factors in user perceptions and responses to advertising in online social networking communities”
  2. Joshua Porter , (May 2008), “Why Social Ads Don’t Work”
  3. Ken (2009) “Effectiveness of Internet Advertising”
  4. Kushan Mitra (June 26, 2009) “India Inc wakes up to social media”
  5. RESTON, VA, September 1, 2009 – ComScore, Inc. (NASDAQ: SCOR), “Online display advertising on social networking sites in June 2009”
  6. Rick E Bruner (May 2006), “Best practices for optimizing web advertisement effectiveness”
  7. Seema Sindhu (October 1, 2009), “Ad spend on social media set to grow by 44 per cent “
  8. Wayne (January 27, 2010), “Web Promoting – Advertising on Social Networking Sites”
  9. Viral Dholakia, (April, 2010), “Online Social Networking Sites Increasingly Serving various Business Purposes”

10.  Yaveroglu, Idil; Donthu, Naveen  (June 22,2008Journal of Advertising ), “ Advertising repetition and placement issues in on-line environments”

Books :

  • Kotler P., Marketing Management, New Delhi, Prentice Hall of India Pvt. Ltd., 2007
  • Kothari C.R., Research Methodology, Methods and Techniques, New Delhi , New Age International Publishers, 2007
  • Chunawalla, Kumar, Sethia, Subramanian, Suchak, Advertising Theory & Practice, Mumbai, Himalaya Publishing House,  2006


Detailed/final Project Report will include the following chapters

Chapter –I Introduction

Chapter –II Objective and scope of study

Chapter –III Methodology

(Details of methodology used in studying and collecting the data

and issue will be described)

Chapter –IV Descriptive work

(Descriptive work on the topic, this chapter will include analysis and interpretation of data tabulation and categorization)

Chapter –V Study report

(Study report of other researcher will be observed and analyzed)

Chapter –VI Conclusion

Chapter-VII              Findings

Chapter –VIII Limitations

Chapter –IX Recommendation

Chapter –X Bibliography

Chapter –XI Appendix-1

(Questionnaire prepared for conducting study will be attached and other papers which have not been mentioned above will be  included,  if required)


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