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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
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